In what appears to be a marriage made in heaven, Harlequin Enterprises Ltd. has teamed with the Professional Bull Riders to create four novels that will feature PBR content and the likeness of four PBR bull riders.

The first book will launch in May 2015 and will be sold exclusively at Walmart.

“Western-themed novels are one of our most popular books. This partnership allows us to bring two passion points together: bull riding and romance,” said Michelle Renaud, Harlequin’s director of corporate PR and events.

The partnership provides access to Harlequin’s key target: women.

“A lot of people think bull riding is a male-dominated sport when it comes to viewership. Almost half of their viewership are women.”

The tie will help the PBR extend reach in the nation’s largest retailer.

“We’re always looking for ways to help extend the PBR brand. Western lifestyle romances are one of the top publishing categories, so it’s a great brand extension,” said Jim Haworth, PBR chairman and CEO.

Harlequin in 2006 launched a similar tie with NASCAR and driver Carl Edwards. The publisher ended the deal several years ago.

The PBR has experience working with book publishers. The PBR in 2014 partnered with Grand Central Publishing and Walmart on a contest timed to the hardcover release of The Longest Ride. The New York Times best-selling novel centers on a fictional cowboy who competes in the PBR.

The contest offered fans the opportunity to vote for the sexiest bull rider and the chance to have them appear on the Walmart exclusive paperback cover.

PBR’s experience working with a book publisher helped smooth negotiations for the Harlequin deal, said Renaud.

“They were very up to speed on the publishing world, which accelerated the program.”

A movie adaptation of the Longest Ride is slated for release in April. The PBR is serving as technical advisor and is producing all of the movie’s bull riding events.

“We think it will be a big hit, and the folks at Walmart are excited,” said Haworth.

News Corp. in 2014 acquired Harlequin Enterprises from Torstar Corp. Harlequin is now a division of HarperCollins Publishers, a News Corp. subsidiary.