Professional Bull Riders (PBR) has found a new primary streaming home for the next five years. In a landmark deal, Paramount+ will be the primary streaming home to the PBR Unleash The Beast (UTB) tour beginning with the 2026 season on December 12, 2025.
Under the agreement, Paramount+ will stream live coverage of the entire UTB season, featuring five months of top-level bull riding across 19 cities in 17 states, while CBS Television Network will continue to carry its CBS Game of the Week during the 2026 UTB season. By blending streaming and broadcast, PBR preserves its TV presence while putting every UTB event on Paramount+ for subscribers who want the full season.
“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.”
PBR and CB Sports’ relationship dates back to 2013, and with the new agreement, they’re locked in through the 2030 season. The partnership has been a ratings success for the league: CBS aired its highest-rated PBR broadcast ever, averaging 2.70 million viewers last month. Additionally, Paramount’s FAST service, Pluto TV, has been home to the league’s exclusive live channel PBR RidePass since 2021.
“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. “This extension enables us to extend our reach, delivering dynamic PBR content to an even wider audience.”
PBR Deal Deepens TKO Group and Paramount+ Partnership
This latest agreement is more than a single-sport play; it deepens Paramount’s growing relationship with the parent company of PBR, TKO Group Holdings. PBR joins a larger live-sports strategy that already includes other TKO Group properties, including a major UFC rights deal and new boxing content on Paramount+.
Earlier this year, Paramount locked in a multiyear agreement to make Paramount+ the exclusive U.S. home for UFC events beginning in 2026, a move that reshaped the streamer’s live-sports lineup. That seven-year, $7.7 billion deal was the first domino to fall, which expanded the streamer’s UFC rights across Latin America and Australia.
Outside of the Octagon, Paramount+ also added Dana White’s Zuffa Boxing to its live-sports slate, with initial cards scheduled to begin in January 2026. The upstart promotion has also signed boxing analyst Max Kellerman to its on-air team ahead of the launch. Those additions are turning Paramount+ into a one-stop shop for combat and extreme-sports fans alongside new bull-riding coverage.
Paramount’s Sports Push Amid Corporate Shakeups
The TKO Group properties join the NFL, WNBA, college football and basketball (including March Madness), PGA Tour, multiple soccer leagues, and others as part of a stacked CBS Sports lineup. Live sports drive subscriber growth and engagement, and PBR brings a passionate, event-driven audience to the streamer.
Before the Skydance merger closed, Paramount reported a loss of 1.3 million Paramount+ subscribers in Q2 2025. The addition of PBR helps Paramount+ broaden its content variety and appeal to regional fan bases that thrive on arena events — from Madison Square Garden to new stops like TD Garden and Doak Campbell Stadium during the 2026 season. Combined with PBR’s recent strong broadcast numbers, Paramount has reason to believe the audience will follow to streaming.
Although Paramount has been strengthening its live sports roster, these latest deals come amid major strategic moves at the company. The post-merger corporate shakeup includes internal restructuring with reported sizable job cuts, including layoffs across CBS and Paramount streaming divisions. Against that backdrop, the company’s ongoing pursuit of marquee sports rights — and its reported interest in acquiring Warner Bros. — underscores how seriously it’s betting on live content to anchor its future.
For subscribers who want live, event-driven sports under one roof, Paramount+ becoming the streaming home of PBR’s Unleash The Beast is a win. With Paramount’s recent push into big live sports (UFC, Zuffa Boxing, PBR), the five-year pact provides a clear streaming platform to carry PBR’s top riders and other marquee events to a broader audience.
