Riding tall in the saddle

Updated: August 8, 2002, 5:17 AM ET
By Darren Rovell | ESPN.com

By the end of this year, an estimated 100 million people will find intrigue in watching a 150-pound cowboy hold on while being tossed around by a bull weighing 13 times more than the guy on his back.

Bull riding has become big business for the sports' top cowboys, who potentially can earn $1 million in prize money and endorsements in just two seasons. It's big enough that seven Professional Bull Riders events will be on network television over the next nine months. And it's big enough that ...

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