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Paramount+ and PBR Announce Major Partnership

In a noteworthy move for both the entertainment and sports industries, Paramount and Professional Bull Riders (PBR) have officially announced a five-year media rights agreement that will see Paramount+ become the principal streaming home for PBR's prestigious tour, Unleash The Beast. This collaboration is set to kick off in the 2026 season, specifically beginning on December 12, 2025.

The agreement encompasses live coverage of the entire Unleash The Beast season. This tour represents the pinnacle of individual bull riding competition and spans an exciting five-month period, featuring events in 19 cities across 17 states. The continuity of this partnership builds upon a long-standing relationship that PBR has shared with CBS Sports since 2013, which is poised to extend through 2030. Notably, CBS Television Network will continue broadcasting the CBS Game of the Week during the 2026 Unleash The Beast Season.

Enhanced Audience Reach

As expressed by Sean Gleason, the CEO and Commissioner of PBR, the new deal illustrates their commitment to broadening the reach of the sport. Gleason stated, “This deal aligns with our longstanding relationship with CBS and reflects our shared commitment to expanding PBR's reach. 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.”

Moreover, Dan Weinberg, Executive Vice President of Programming at CBS Sports, reinforced this sentiment, saying, “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 partnership aims to deliver dynamic PBR content to an even wider audience.

Historical Ratings and Future Events

PBR has showcased remarkable performance on broadcast platforms; October's CBS aired its highest-rated PBR broadcast ever, attracting an impressive average of 2.70 million viewers. The upcoming 2026 Unleash The Beast season promises exciting developments, including PBR’s debut at notable locations such as TD Garden in Boston and Doak Campbell Stadium at Florida State. This season will also mark the 18th visit to Madison Square Garden in New York and return visits to Pittsburgh, PA, following sold-out events in 2024.

The season will commence on December 12, 2025, at an event located in Manchester, NH, and will ultimately lead to the PBR World Finals Unleash The Beast. The finals are slated to return to Fort Worth, Texas, featuring events at Cowtown Coliseum from May 7-10 and championship rounds at Dickies Arena from May 14-17.

PBR’s Broader Vision

PBR's recent initiatives reflect its ambition to evolve continually within the sports entertainment sector. It operates under TKO Group Holdings, which has recently solidified major agreements with Paramount. This includes Paramount+ exclusively streaming all UFC events starting from 2026, broadening the audience for combat sports. This move is complimentary to the live streaming rights secured for UFC in Latin America and Australia for seven years starting in 2026, alongside the launch of Zuffa Boxing on Paramount+.

Essentially, Paramount's constant growth and innovation in media distribution resonate across the board, opening new avenues for sports viewership. Both Paramount and PBR have continued to excel in their respective industries, making this partnership a significant milestone for both.

For more details on this exciting development, you can visit PBR's Official Website or follow their updates on social media platforms.