And as bull riders have started ratcheting up career winnings in the millions , spawning an international circuit that now encompasses South America -LRB- dozens of world-class bull riders are from Brazil -RRB- and even Italy , its homegrown performers have become familiar not just to hard-core fans but to a growing number of urbanites drawn to an activity covered relentlessly on the Outdoor Life Network and other cable channels devoted to the odder byways of sport .