Paramount+ Secures Five-Year Deal to Stream PBR’s ‘Unleash the Beast’

Published

5 months ago

5 November, 2025

Paramount+ has entered into a five-year media rights agreement with the Professional Bull Riders (PBR) to stream the league’s premier series, “Unleash the Beast,” starting in December 2026. This deal, announced on Wednesday, marks a significant shift as the series transitions from traditional broadcasting to a streaming platform, reflecting broader industry trends.

“Unleash the Beast” represents the highest level of competition in professional bull riding, featuring the top 35 bull riders globally who compete for substantial prize money and championship points. The series will be available for live streaming on Paramount+ over a five-month period, covering events across 17 states in the United States. Currently, “Unleash the Beast” is aired on CBS Sports, which will continue to broadcast the PBR “Game of the Week” during the 2026 season.

This partnership highlights a growing trend in which television programs are increasingly moving towards streaming services. As more consumers opt for on-demand viewing, streaming platforms are actively seeking to enhance their sports offerings to attract a wider audience. The PBR agreement follows a broader strategy by TKO Group Holdings, which owns PBR and has recently secured an exclusive broadcasting deal with Paramount for the Ultimate Fighting Championship (UFC). That agreement, valued at approximately $7.7 billion, is set to commence in 2026.

The 2026 season of “Unleash the Beast” is scheduled to begin in December in Manchester, New Hampshire. This new direction for PBR aligns with the evolving landscape of sports media, where live events are becoming increasingly integral to streaming platforms’ strategies.

As the sports broadcasting market continues to evolve, the Paramount+ and PBR partnership is poised to capitalize on the growing demand for accessible and engaging sports content. The move underscores a significant shift in how audiences will engage with professional bull riding and other live sports in the coming years.

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