From Today's New York Times

To the Editor:

Re “An 8-Second Ride Lures Sponsors Beyond the Rodeo” (Advertising column, Dec. 11):

So bull riding could represent the next big thing in corporate sports sponsorship. Even private equity is getting in on the action, with one manager believing this could be the next Nascar.

This is music to the ears of advertisers. But bulls are not cars, but rather living beings that experience pain and suffering.

If there were transparency to the public spectacle of bull riding, it would be clear that this is a frantically scared animal desperately trying to escape. Bull riding events in rodeos are notorious for using spurs, flank straps and electric prods to promote bucking and to control the bull.

The use of animals in entertainment when animal cruelty is involved is deplorable, whether it is dog fighting or bull riding. Corporations should reject the notion that this is a sport worthy of their ad dollars.

Brad Goldberg
President, Animal Welfare Trust
Mamaroneck, N.Y., Dec. 11, 2007