Bull-riding's best to highlight Edmonton's new 10-day western festival

An event billed as “the toughest sport on dirt” is coming to Edmonton next fall - and that’s no bull.

With Canadian Finals Rodeo headed for Saskatoon, new local festival will coincide with annual Farm Fair

Events held in Edmonton next fall will include the two-day PBR Edmonton Open Invitational, which will feature the world’s Top 40 bull riders. (PBR Canada)

An event billed as "the toughest sport on dirt" is coming to Edmonton next fall - and that's no bull.

The Oilers Entertainment Group announced Wednesday it has signed a formal partnership to bring professional bull riding to Rogers Place arena in November 2017 as part of a new, 10-day western-themed festival.

The three-day bull riding showcase will be broadcast on TSN. It is scheduled for Nov. 10-12, 2017, with a $1 million purse up for grabs.

The Oilers will partner with Professional Bull Riders to host the sports event.

"OEG is excited to bring PBR action and excitement to Edmonton in 2017 and beyond," Bob Nicholson, vice-president and CEO of Oilers Entertainment Group, said in a statement.

"We are committed to growing the event into a unique sporting spectacle for PBR fans in Canada and across the world, while bringing new energy to the western lifestyle festival that will welcome fans and neighbours from across Alberta and Canada."

Highlights of the festival include:

November 3-12, 2017 – Western lifestyle festival;

Nov.10, 2017 – PBR Canada Monster Energy Finals;

Nov. 11, 2017 – PBR Edmonton Invitational;

Nov. 12, 2017 – PBR Edmonton Invitational Finals.

The 10-day festival, which will coincide with Edmonton's annual Farm Fair exhibition, will also include NHL hockey, live entertainment and community events and activities celebrating western lifestyle, the OEG said in a statement.

"We are excited to build on Edmonton's proud western heritage through this new event," Edmonton Mayor Don Iveson said in a statement. "This exciting festival concept will help build on the success of Farm Fair and will be a great draw not only for Edmontonians, but northern Alberta as well."