Jägermeister is officially the presenting sponsor of Spike TV's Toughest Cowboy national tour and reality TV series. The 12 competitors will need a shot of the nasty stuff as they participate in the cowboy version of a triathlon. First, they have to ride a bronco bareback, then in the saddle, and finally they get to ride a raging bull. Eight Toughest Cowboy one-hour shows, produced by Mark "Survivor" Burnett, will air on Spike beginning Jan. 29. One competitor is knocked out each week. Well, at least he'll have some purple, herbal booze in which to drown his sorrows at the "Party in the Dirt," held following the live events. The winner gets a ranch in Wyoming, where he can go ice his balls in peace.
—Posted by Kenneth Hein