Paramount has inked a new five-year media rights agreement to make Paramount+ the primary streaming home of PBR’s (Professional Bull Riders) tour Unleash The Beast starting in the 2026 season on December 12.
Paramount+ will stream live coverage of the full PBR Unleash The Beast, a competition spanning five months in 19 cities across 17 states. The partnership builds on a long-standing rights deal between PBR and CBS Sports, which started in 2013 and runs through 2030. CBS will continue to carry the CBS Game of the Week during the 2026 Unleash The Beast Season.
Last month, the network aired its highest-rated PBR broadcast ever, reaching an average of 2.70 million viewers.
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In 2021, Pluto TV launched of PBR RidePass as an exclusive live channel on the platform.
This is the latest collaboration between Paramount and TKO, parent of UFC and WWE. The David Ellison company set a major UFC deal starting next year that will see Paramount+ become the exclusive U.S. home for all UFC events including 43 annual events spanning marquee events and Fight Nights, with select events also airing on CBS. Paramount+ also secured the live streaming rights to UFC in Latin America and Australia for seven years beginning in 2026.
Additionally, Zuffa Boxing will stream exclusively on Paramount+ in the U.S., Canada, and Latin America beginning January 2026.
“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+,” said Dan Weinberg, EVP, Programming, CBS Sports, of the PBR deal.
“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,” said Sean Gleason, PBR CEO and Commissioner.