21 years ago 20 cowboys invested $1,000 to fund the start of the Professional Bull Riding circuit. Today it is an international organization bringing in $70 million annually with the Built Ford Tough Series as its premier tour. TheStreet's Jill Malandrino meets with Jim Haworth, Chairman & CEO of Professional Bull Riders, during the annual NYC event at Madison Square Garden. He explains why PBR is classified as an extreme sport and attracts top advertisers and investors. The atmosphere is electric as the top bull riders fight for control on 2,000-pound bucking bulls, competing in an arena filled with 700 tons of dirt.