VP, Consumer Products at Professional Bull Riders 
 

Tom and Joe welcome John Sohigian, Vice President of Consumer Products at Professional Bull Riders to discuss licensing and the success of licensing at Professional Bull Riders. John also discusses the difficulty of promoting athletes, interesting sports stories and the expansion of licensing with AI. Lastly, he also shares career advice The CUSP Show is a production by the faculty of Sports Management at Columbia University. You can get in touch with the program on Twitter @CU_SPS_Sports and Instagram @cu_sps_sportsmanagement. The CUSP Show is hosted by Joe Favorito (@Joefav) and Tom Richardson (@ConvergenceTR). The show is produced by Mike Schretter’25 (@mikeschrett1), LJ Holmgren (@LJ_Holmgren), and Danny Hagenlocher (@DhColumbiaSPS), with Pablo Aycart ‘24 (@pablo_aycart),  Hernan Gonzalez Ramirez ‘24 (@hdgonzalezr28), Jessica Potter’25 and Felipe Velez’25​​ managing social media efforts.



 

Links:

https://pbr.com/

 

https://www.linkedin.com/in/johnsohigian/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thecuspshow.substack.com