Paramount+ has secured a five‑year media‑rights agreement with Professional Bull Riders (PBR) that will make the streaming service the primary home for the Unleash the Beast series, beginning with the 2026 season that starts on December 12 2025. The contract covers live coverage of the entire season, which spans five months across 19 cities in 17 states and includes the PBR World Finals in Fort Worth, Texas. CBS Television Network will continue to air the CBS Game of the Week during the 2026 season, while Paramount+ will stream all other events.
The deal follows Paramount’s recent corporate milestones. On August 7 2025, Paramount Global completed its merger with Skydance Media, forming Paramount, a Skydance Corporation. In August 2025 the company also secured exclusive U.S. media rights to the UFC for 2026‑2032 in a $7.7 billion deal. The PBR agreement expands Paramount’s live‑sports portfolio and supports its broader strategy to grow subscriber acquisition and retention on its Direct‑to‑Consumer platform.
PBR’s partnership with CBS Sports dates back to 2013 and runs through 2030. By moving Unleash the Beast to Paramount+, the company taps into a growing streaming audience while maintaining a broadcast presence on CBS. The move aligns with Paramount’s focus on high‑engagement live sports to differentiate its streaming offering and drive subscriber growth.
PBR is part of TKO Group Holdings, which also owns the UFC and WWE. The PBR deal complements the UFC rights, deepening Paramount’s relationship with TKO and reinforcing its commitment to live sports as a cornerstone of its Direct‑to‑Consumer strategy.
Financial terms of the PBR agreement were not disclosed, but the deal is expected to add significant live content to Paramount+. The company’s recent $7.7 billion investment in UFC rights demonstrates its willingness to pay for premium sports, and the PBR agreement is expected to generate incremental viewership and subscription growth, though exact revenue impact remains unknown.
"This deal aligns with our longstanding relationship with CBS and reflects our shared commitment to expanding PBR’s reach," said Sean Gleason, PBR CEO and Commissioner. "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." Dan Weinberg, EVP of Programming at CBS Sports, added, "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+. This extension enables us to extend our reach, delivering dynamic PBR content to an even wider audience." David Ellison, Chairman and CEO of Paramount, a Skydance Corporation, emphasized that live sports are a cornerstone for driving engagement, subscriber growth, and loyalty.
The agreement positions Paramount+ as a stronger competitor in the live‑sports streaming market, reinforcing its broader strategy to grow its Direct‑to‑Consumer segment and attract new subscribers with high‑engagement content.
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