DENVER (Map, News) - Broncos Hall of Famer John Elway and hockey legend Wayne Gretzky have become shareholders in the Colorado-based Professional Bull Riders, Inc.

PBR's CEO Randy Bernard says the investments of the two former sports superstars will help the rodeo become more visible in mainstream sports. Elway called his involvement "a win-win situation" and Gretzky says he is "thrilled" to be part of what he calls a well-respected venture.

The PBR runs the Built Ford Tough Series, a national rodeo circuit that culminates with the World Finals every November in Las Vegas.

This is not the first sports business venture for Elway and Gretzky. Elway is co-owner of the Arena Football League's Colorado Crush, and Gretzky is part owner and coach of the NHL's Phoenix Coyotes.