Two-time PBR world champion Jess Lockwood is the newest face of Vermeer Agriculture

Vermeer and professional bull rider, Jess Lockwood, have forged a marketing partnership, making the two-time world champion of the PBR tour the newest face of Vermeer Agriculture. The partnership, which goes through the end of 2020, includes Lockwood displaying a Vermeer logo on his bull riding shirt and vest during competitions and being a spokesperson for Vermeer through videos, social media and other marketing placements related to the Vermeer “Buck the Trend” marketing campaign.

In addition to his experience in the ring, how Lockwood spends his time during the work week makes him an ideal fit for Vermeer. Lockwood, a 22-year-old rancher from Volborg, Montana, and his family have been using Vermeer hay tools for several years, to put up around 2,000 bales per year on their 10,000-acre (4,046.9-hectares) ranch. According to Bailey Boyert, product marketing lead at Vermeer, Lockwood’s gritty work ethic, family values and rancher lifestyle embodies what the Vermeer brand is all about.

“Jess Lockwood is on top of his profession, earning millions of dollars as a professional athlete on the PBR tour, and yet you wouldn’t know it when he’s back in Montana, where he keeps busy working on the ranch, making hay and raising cattle,” said Boyert. “That’s what really appealed to us — the fact that he’s the whole package. On the bull riding side of things, he has an immense social following that will bring tremendous visibility to the Vermeer brand, and at the end of the day, he’s still truly a rancher at heart.”

"It’s easy to endorse a company like Vermeer because I truly use and stand behind the equipment and the company."
Lockwood, who won his first world championship in 2017 and his second world championship at the 2019 PBR World Finals on Nov. 10, 2019, has earned several corporate sponsorships since joining the PBR in 2015 at the age of 18. “The Vermeer sponsorship is special because I’ve been using Vermeer hay tools for so many years. We’ve been using Vermeer rakes for seven or eight years now and switched to Vermeer balers three years ago, which have really changed our operation,” said Lockwood. “They’re just so reliable and handy to use. It’s easy to endorse a company like Vermeer because I truly use and stand behind the equipment and the company.”

About Jess Lockwood

Jess Lockwood (born Sept. 28, 1997) is an American professional bull rider on the PBR tour. He joined the PBR in 2015 and was named Rookie of the Year in 2016. On Nov. 5, 2017, he became the youngest PBR World Champion. He won his second PBR world championship on Nov. 10, 2019. He also became the youngest bull rider to win two world championships.


About Vermeer Corporation

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