Sierra Sports sponsors Professional Bull Riders

Sierra Sports sponsors Professional Bull Riders puts another piece of PC gear into the September hardware pile, and 1999 is not exactly short on that right now.

Sierra Sports, premier publisher of simulated PC sports, breaks the mold and becomes the first software company to sponsor cowboys in the Professional Bull Riders, Inc. 1999 Bud Light Cup Tour season. This innovative sponsorship builds on Sierra Sport’s relationship with the Professional Bull Riders, Inc., Ty Murray , Tuff Hedeman and more than 40 additional top riders on the tour that are an integral part of Sierra Sport’s upcoming PC game release, Professional Bull Rider.

The hardware race is getting mean, and the upside is simple: gamers keep getting faster, stranger toys to bolt into their rigs.