Paramount and TKO Group’s Professional Bull Riders have agreed to a new five-year media rights deal that will make Paramount+ the primary streaming site for PBR’s Unleash the Beast Tour.
Financial terms of the deal were not disclosed. News of the deal comes after Paramount, now led by chairman and CEO David Ellison, signed a seven-year, $7.7 billion deal with the UFC – also part of the TKO Group – making Paramount+ the exclusive rights holder for the MMA promoters’ events.
The PBR deal for Paramount+ begins with the 2026 Unleash the Beast 2026 season, which begins December 12. Under the deal, Paramount+ will broadcast live coverage of the full PBR Unleash the Beast series, spanning five months in 19 cities across 17 states.
The deal builds on PBR’s long-standing partnership with CBS Sports, which began in 2013 and will continue through 2030. In October, CBS aired its highest-rated PBR show ever, reaching an average of 2.70 million viewers.
CBS Television Network will continue to air PBR Game of the Week during the 2026 Unleash the Beast season. Additionally, Paramount’s partnership with PBR includes the free streaming platform Pluto TV, which began in 2021 with the launch of PBR RidePass as an exclusive live channel on the platform.
“This agreement aligns with our long-standing relationship with CBS and reflects our shared commitment to expanding PBR’s reach,” Sean Gleason, CEO and commissioner of PBR, said in a statement. “We are thrilled to continue this extraordinary partnership and excited that this new deal, supported by Paramount+, will bring our sport to an even wider audience. »
“CBS Sports has been home to PBR for decades and we are proud to deepen our partnership by bringing the Unleash the Beast series to our growing streaming audience on Paramount+,” said Dan Weinberg, CBS Sports Executive Vice President of Programming. “This expansion allows us to expand our reach, bringing dynamic PBR content to an even wider audience.”
Highlights of Unleash The Beast’s 2026 season include PBR debuts at Boston’s TD Garden and Florida State’s Doak Campbell Stadium, as well as return visits to New York’s Madison Square Garden for the 18th time and Pittsburgh following back-to-back sold-out nights at PPG Paints Arena in 2024. After kicking off on December 12, 2025 in Manchester, New Hampshire, the 2026 season will culminate with The PBR World Finals: Unleash the Beast returns to Fort Worth, Texas with events at Cowtown Coliseum (May 7-10, 2026) and championship rounds at Dickies Arena (May 14-17).
As part of Paramount’s separate deal with the UFC, beginning in 2026, Paramount+ will become the exclusive U.S. home for all UFC events, including 43 annual events covering marquee events and Fight Nights with some events also broadcast on CBS. Paramount+ also secured live streaming rights to UFC in Latin America and Australia for seven years beginning in 2026. Additionally, UFC’s Zuffa Boxing will stream exclusively on Paramount+ in the United States, Canada and Latin America beginning in January 2026. IMG, the global sports marketing agency owned by TKO, advised PBR in the negotiations with Paramount+.
