PBR Mourns the Death of Iconic Jerome Robinson

by Liz Holland

The Professional Bull Riders, (PBR) are mourning the death of iconic bull rider Jerome Robinson. Jerome Robinson passed away in his Colorado home this weekend. He was 74 years old. 

Jerome Robinson served as a long time Arena Director for PBR, holding the title for the last 29 years. In addition to playing such an important role with PBR, he was also arguably one of the most influential men in western sports history. 

His career with bull riding began during his sophomore year at Colorado State University in Fort Collins, CO. Robinson attended the school with plans to become a veterinarian. However, once he joined an on-campus bull riding club, his love for the sport grew. By the time the sportsman had his degree, he knew he wanted to pursue bull riding professionally. It’s a decision that certainly paid off, as Jerome Robinson became one of the best bull riders in the world during his career.

His love for all things bull riding is made clear through the fact that he found new ways other than riding to give his career in the business longevity. Robinson started as a rider, and later shifted to a promoter and producer. After 10 years of producing his own rodeos and bull ridings all over the world, he began producing for PBR. He also started his own bull riding school in his Colorado town, Fort Collins. His school coached several world-renowned riders such as Cody Lambert, Michael Gaffney, and Owen Wasburn. 

Jerome Robinson Created a System That Changed Rodeos Forever

Robinson accomplished many impressive feats throughout his career, but one of the most impressive wasn’t earned from being on the back of a bull. Robinson created a centralized computer entry system that completely changed the game of bull riding.

The system, PROCOM, used a computer to implement rules and guidelines from the PRCA handbook. It also used toll-free call lines to communicate with secretaries, committees, rodeo contestants and stock contractors. The system consolidated the work of over 500 individual rodeo entry offices into one place. PROCOM made everything about producing PRCA rodeos way more efficient. 

PBR CEO, Sean Gleason, shared a heartfelt statement on Facebook following Jerome Robinson’s passing. A portion of the post reads,  “Jerome spent his final weekend on the dirt, bringing the sport he loved to fans at Madison Square Garden. It is fitting because all Jerome wanted was to be a rodeo cowboy. Jerome excelled as a bull rider at Colorado State University; qualified for 11 NFR appearances starting in 1970; served as PRCA’s Bull Riding Director; worked as an independent promoter, and then served PBR since our founding.”

Gleason continues to reflect on Robinson’s history with PBR. “From the chutes set up to dirt load in, from hanging the lights to bringing in the bulls, Jerome created the framework for producing a traveling sport that has grown beyond his wildest dreams,” Gleason writes. The post wraps, “He was indeed a legendary figure, loved and respected by everyone in our industry. We will be sharing our plans for honoring Jerome in the coming days.

For now, please keep his wife Dorya, daughter Amy, and family in your prayers.”