Paramount and TKO Group Holdings have struck a significant media rights agreement, making Paramount+ the new streaming home for the PBR Unleash The Beast tour. The five-year deal, announced today, ensures that for the first time ever, Paramount+ subscribers will receive live coverage of the full, five-month season of the PBR’s premier individual bull riding competition. The new partnership will commence with the highly anticipated 2026 season kickoff on December 12, 2025.
The move marks the latest major partnership between Paramount and TKO, which owns the Professional Bull Riders organization. This arrangement centralizes premium live sports content on the streaming platform, following earlier deals that made Paramount+ the exclusive U.S. home for all UFC events starting in 2026. This strategy is designed to drive massive subscriber growth by offering iconic, tough, and dynamic sports franchises.
The Paramount PBR Unleash The Beast deal also reinforces PBR’s long-standing relationship with CBS Sports, which continues through 2030. While streaming moves to Paramount+, the CBS Television Network will continue to broadcast a weekly Game of the Week during the 2026 season. This hybrid approach preserves essential broadcast exposure while simultaneously expanding PBR’s global reach through streaming.
PBR CEO Sean Gleason emphasized that the deal aligns with their commitment to expanding PBR’s reach. The Paramount PBR Unleash The Beast tour is set to ride through 19 cities across 17 states in 2026. The new agreement positions the premier bull riding circuit for unprecedented exposure, capitalizing on its recent broadcast success, which saw a peak of 2.7 million viewers in October.
