Paramount+ Becomes Primary Streaming Home for PBR’s Unleash the Beast Tour
Paramount and TKO Group’s Professional Bull Riders have announced a new five-year media rights agreement that will see Paramount+ become the primary streaming platform for PBR’s Unleash the Beast tour. The financial details of the deal have not been disclosed.
The agreement, starting with the 2026 Unleash the Beast season kicking off on December 12, will allow Paramount+ to stream live coverage of the full PBR Unleash the Beast series, which spans five months and includes events in 19 cities across 17 states.
This partnership builds on the existing relationship between PBR and CBS Sports, which began in 2013 and runs through 2030. In fact, CBS recently aired its highest-rated PBR broadcast to date, drawing an average of 2.70 million viewers in October.
In addition to Paramount+, PBR’s partnership with CBS also includes the continued broadcast of the PBR Game of the Week during the 2026 Unleash the Beast season on the CBS Television Network. Furthermore, the collaboration extends to the free streaming platform Pluto TV, where PBR RidePass has been featured as an exclusive live channel since 2021.
PBR CEO and commissioner, Sean Gleason, expressed his excitement about the new deal, stating, “This deal aligns with our longstanding relationship with CBS and reflects our shared commitment to expanding PBR’s reach. We are thrilled that this new agreement with Paramount+ will bring our sport to an even broader audience.”
Dan Weinberg, EVP of programming at CBS Sports, also shared his enthusiasm for the extended partnership, saying, “CBS Sports has been the home of PBR for decades, and we are proud to deepen our collaboration by bringing the Unleash the Beast series to our growing streaming audience on Paramount+. This extension allows us to deliver dynamic PBR content to an even wider viewership.”
Highlights of the upcoming 2026 Unleash The Beast season include PBR’s debut at TD Garden in Boston and Doak Campbell Stadium at Florida State, as well as return visits to iconic venues like Madison Square Garden in New York and PPG Paints Arena in Pittsburgh. The season will conclude with the PBR World Finals in Fort Worth, Texas, featuring events at Cowtown Coliseum and championship rounds at Dickies Arena.
Aside from the PBR agreement, Paramount+ has also secured exclusive rights to UFC events in the U.S., Latin America, and Australia starting in 2026. This comprehensive deal includes 43 annual events, marquee matchups, Fight Nights, and livestreaming rights for UFC in various regions. Zuffa Boxing, a subsidiary of UFC, will also be streamed exclusively on Paramount+ in select countries beginning in January 2026.
Overall, the collaboration between Paramount+ and PBR signifies a significant step forward in bringing the thrilling world of professional bull riding to a wider audience through the power of streaming technology.
