 Starting in 2018, the elite series, or premier series, tour changed sponsors and the Unleash the Beast tour name (UTB) replaced the Built Ford Tough Series tour name.The UTB opens at Madison Square Garden in New York City, New York, in January every season as always.The UTB is where the best riders and bulls compete, and it culminates in the PBR World Finals at the end of the year, which take place in Las Vegas, Nevada, at the T-Mobile Arena.