TAAT Becomes Exclusive Combustible Smoke Product Sponsor of the Professional Bull Riders League (“PBR”) Through 2023 - Seite 2

Sponsorship of PBR has provided substantial value for many lifestyle-driven brand names that desire visibility among the highly engaged audience of PBR events. For instance, 54% of PBR fans were more likely to recognize a sponsor than the average adult in the United States, and 12% of fans made a purchase from a company specifically because it was a PBR sponsor³. Further substantiating the value of PBR sponsorships in the tobacco industry, when the parent company of chewing tobacco brand Copenhagen was limited to one sponsorship per year in the United States, PBR was the firm’s sponsorship of choice in 2008⁴.

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“We are thrilled to enter into this sponsorship agreement with PBR,” said TAAT Chief Executive Officer Setti Coscarella. “The strong record of PBR’s sponsorship renewal speaks to its success in delivering on the brand awareness metrics sought by its sponsors. We believe that being a sponsor of PBR can provide excellent visibility for our brand among smokers aged 21+ who follow the league and its events, and we look forward to seeing how this can help us build upon our existing brand equity as we begin efforts to scale our product rollout in the United States.”

Billed as “America’s original extreme sport¹”, bull riding became popular in the southwestern United States during the mid-1800s as an adaptation of ranch and horsemanship skill competitions held throughout Mexico starting in the 16th century⁵. PBR was formed in 1992 by an entrepreneurial group of 20 bull riders and today attracts an annual total of more than three million fans in attendance of its live events. Over 500 bull riders from the United States, Canada, Mexico, Brazil, and Australia currently hold PBR memberships and participate in events which lead to the annual PBR World Finals, where more than USD $10 million in prize money is at stake each year¹. The 2021 PBR World Finals is to be held at the T-Mobile Arena near the Las Vegas strip from November 3 through November 7, where the TAAT brand will be made visible to a nightly live audience of up to 20,000 fans⁶.