Paramount+ lands key selection of PBR rights
Paramount+ lands key selection of PBR rights
Starting in December, Paramount+ will become the primary streaming home of the ‘Unleash the Beast’ tour.
Image credit: Ron Adar
Paramount+ is continuing to search for new sports properties to entice subscribers further. On Wednesday, the streamer announced its latest splash in that regard, as Paramount Skydance revealed it had struck a new deal with Professional Bull Riders (PBR) to stream the “Unleash the Beast” tour on Paramount+.
Key Details:
- Coming in December: “Unleash the Beast” events begin streaming on Paramount+ on Dec. 12.
- Full coverage: Paramount+ will offer coverage of the full “UTB” season, which spans 17 states.
- Strengthening partnerships: PBR is owned by TKO Holdings, which also has a deal with Paramount to stream UFC events.
The new deal between PBR and Paramount runs for five years, starting with the 2026 “Unleash the Beast” season starting on Dec. 12. “UTB” is the highest level of individual bull riding competition PBR offers, and the season spans nine months and 17 states. Paramount+ will provide coverage of each and every one of these events at no additional cost to subscribers.
Highlights of the 2026 “Unleash the Beast” season will include PBR’s debut at TD Garden in Boston, a return visit to Madison Square Garden, and more. The deal expands PBR’s relationship with CBS Sports, a partnership that first started in 2013 and will now run through 2030.
“CBS Sports has been the home of PBR for decades, and we are proud to deepen our partnership by bringing the Unleash the Beast series to our expanding streaming audience on Paramount+,” CBS Sports EVP Dan Weinberg said. “This extension enables us to extend our reach, delivering dynamic PBR content to an even wider audience.”
PBR is owned by TKO Holdings, which has a growing relationship with Paramount Skydance. In August, Paramount shocked the entertainment industry by acquiring the rights to stream UFC fights on Paramount+ in 2026, with no pay-per-view fees involved. Now, their partnership is expanding to include PBR events.
“This deal aligns with our longstanding relationship with CBS and reflects our shared commitment to expanding PBR’s reach,” PBR commissioner Sean Gleason said. “We are excited to continue this extraordinary partnership and thrilled that this new deal, bolstered by Paramount+, will bring our sport to an even broader audience.”
Paramount Plus
Paramount+ is a subscription video streaming service that includes on-demand access to 40,000+ TV show episodes from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr., and more. Get free access with a Walmart+ subscription.
Paramount+ includes “1883,” “Tulsa King,” “Star Trek: Discovery,” “SpongeBob SquarePants,” and “PAW Patrol.” Subscribers can watch the NFL, college football, The Masters, college basketball, UEFA Champions League, UEFA Europa League, Serie A, and NWSL. The service also offers the option to watch your live CBS affiliate. The upgraded ad-free package includes premium movies and shows from Showtime.