Brazilian Bull Riders Are Dominating U.S. Rodeo — And Earning Millions Along the Wa

Image: Bull rider. Source: stock pictures

They crossed the border chasing opportunity, climbed onto bulls weighing nearly a ton, and today move millions of dollars in the American rodeo industry. Brazilian bull riders have become the undisputed stars of the most prestigious competitions in the United States, reshaping the sport and astonishing even longtime veterans.

In the Professional Bull Riders league — the PBR, considered the top bull‑riding circuit in the world — Brazilians are the main attraction. Staying on a bucking bull for eight seconds is more than a test of courage; inside the arena, those eight seconds can be worth a fortune. The sport demands technique, strength and resilience, and it has transformed the lives of many riders born in Brazil.

Among them is José Vitor Leme, a two‑time PBR world champion in 2020 and 2021. He has already surpassed $8 million in career earnings, a historic record that makes him the highest‑paid athlete in the league. Another fan favorite is João Ricardo Vieira, a veteran known for winning major events and consistently ranking among the top competitors. And the new generation is rising fast, led by Rafael José de Brito, who has captured recent titles and become one of the most feared riders in the sport.

Brazilian talent is also expanding beyond bull riding. In Texas, barrel racing has become a new destination for athletes from Brazil. The annual event in Abilene, now in its fourth edition, draws 700 to 750 competitors and distributes more than $1.1 million in prize money — including $100,000 for the champion.

The competition attracts athletes from Brazil, Mexico, Canada and across the United States, boosting the local economy and elevating the sport’s profile. Organizers say foreign talent — especially Brazilian — has helped transform rodeo and speed events into a global business that grows every season, reinforcing Brazil’s dominance in American arenas.