Paramount+ Secures Exclusive Streaming Rights for PBR's Unleash the Beast Tour
Paramount and TKO Group's Professional Bull Riders have entered into a new five-year media rights agreement, making Paramount+ the primary streaming platform for PBR's Unleash the Beast tour. The financial details of the deal have not been disclosed. Paramount+ will start streaming live coverage of the full PBR Unleash the Beast series from the 2026 season, which kicks off on December 12. This agreement expands on the existing partnership between PBR and CBS Sports, which began in 2013 and will continue through 2030.
The deal includes live coverage of the Unleash the Beast series, which spans five months and takes place in 19 cities across 17 states. CBS Television Network will continue to air the PBR Game of the Week during the 2026 season. Paramount's partnership with PBR also extends to the free streaming platform Pluto TV, where PBR RidePass has been available as an exclusive live channel since 2021.
PBR CEO and Commissioner, Sean Gleason, expressed excitement about the partnership with Paramount+, highlighting the opportunity to reach a broader audience. CBS Sports EVP, Dan Weinberg, emphasized the network's commitment to expanding the reach of PBR content through Paramount+. The 2026 Unleash The Beast season will feature notable events, including PBR's debut at TD Garden in Boston and Doak Campbell Stadium at Florida State.
The season will culminate in the PBR World Finals: Unleash The Beast in Fort Worth, Texas, with events at Cowtown Coliseum and championship rounds at Dickies Arena. Paramount+ has also secured exclusive streaming rights for UFC events in the U.S., Latin America, and Australia, as well as Zuffa Boxing events in select regions starting in 2026. TKO-owned global sports marketing agency IMG played a key role in negotiating the deal between PBR and Paramount+.