While Sonic gains on-site signage, media exposure and other benefits as part of its new partnership with the Professional Bull Riders, the ability to drive store traffic helped seal the deal.

The nation’s largest drive-in restaurant chain will activate the sponsorship by showing videos of bull rides on menu board screens. Sonic will follow the videos with discount ticket offers for PBR Built Ford Tough Series events.

“We are excited to partner with such a fun brand that is committed to providing patrons with a unique experience, just as we do,” said Todd Smith, Sonic chief marketing officer, in a statement.

The partnership provides the PBR a national platform to drive ticket sales, said Terry Bassett, PBR executive vice president of sales and partnerships.

“We love it when partners—be it Sonic, Monster or Jack Daniel’s—promote the fact that that PBR is in town. Our relationship with Sonic, because of the number of customers they reach, is a great promotional platform for us.”

The PBR will tout the ticket offer in owned media in Built Ford Tough Series markets.

Sonic this year will run the promotion in ten markets: Dallas; Las Vegas; Nashville; Albuquerque, N.M.; Biloxi, Miss; Colorado Springs, Colo.; Springfield, Mo.; and Thackerville and Tulsa, Okla.

Sonic kicked off the partnership last month at the Bass Pro Chute Out in St. Louis.

The Oklahoma City-based company was drawn to the PBR due to the organization’s popularity in the Sooner State. The sponsorship took upwards of two years to put together due to the nuances of working with a franchise-based company, said Bassett.

ZenithOptimedia’s Sponsorship Intelligence division spearheaded the tie on behalf of Sonic.