Since 2004, the PBR's Built Ford Tough Series bull riding tour has hosted an annual event at this venue (except for 2006 when the event was held at Chase Field).
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It was also one of the sponsors of the PBR's Built Ford Tough Series during the 2007 season; it was also the first year that the BFTS hosted an event in New York City's Madison Square Garden, and for 2007 only the event was named the Amp'd Mobile Invitational.