Paramount and Professional Bull Riders (PBR) have announced a significant five-year media rights agreement that designates Paramount+ as the primary streaming destination for PBR’s premier tour, PBR Unleash The Beast, commencing with the 2026 season on December 12. This landmark deal marks the first time Paramount+ will offer live, comprehensive coverage of the entire PBR Unleash The Beast season, a grueling five-month competition that traverses 19 cities across 17 states. The extended partnership deepens the existing relationship between PBR and CBS Sports, which has been a broadcast home for the sport since 2013 and is now set to run through 2030, solidifying the importance of PBR live coverage on the platform.
Expanding the PBR Footprint with PBR Unleash The Beast
The new agreement ensures that Paramount+ subscribers will have access to the full slate of PBR Unleash The Beast events, catering to a growing audience seeking live sports content on streaming platforms. This move aligns with a broader industry trend of major sports leagues and organizations expanding their presence in the digital space, reflecting the evolving media consumption habits of fans. Paramount+’s commitment signifies a major step in providing greater accessibility and visibility for professional bull riding. The deal includes live coverage of the entire season, a five-month tour that showcases the world’s top bull riders as they vie for the championship title of the PBR Unleash The Beast tour.
A Continued Broadcast Presence for PBR Unleash The Beast
While Paramount+ will be the exclusive streaming home for the PBR Unleash The Beast tour, the traditional television broadcast will remain a key component. The CBS Television Network is set to continue airing the “CBS Game of the Week” during the 2026 season, maintaining a strong presence on broadcast television. This dual-platform strategy ensures that PBR content reaches a wide spectrum of viewers, from dedicated streaming subscribers to traditional TV audiences. The long-standing relationship between PBR and CBS Sports, which began in 2013, underscores the sport’s enduring appeal on network television and its sustained growth, especially for professional bull riding.
Strategic Partnerships and Executive Excitement for PBR Streaming Rights
Sean Gleason, CEO and Commissioner of PBR, expressed his enthusiasm for the expanded reach this deal provides. “This deal aligns with our longstanding relationship with CBS and reflects our shared commitment to expanding PBR’s reach,” Gleason stated. “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. These are exciting Paramount+ sports deals.” Dan Weinberg, EVP of Programming at CBS Sports, echoed this sentiment, highlighting the deepening connection. “CBS Sports has been the home of PBR for decades, and we are proud to deepen our partnership by bringing the PBR Unleash The Beast series to our expanding streaming audience on Paramount+, leveraging the PBR streaming rights,” Weinberg said. “This extension enables us to extend our reach, delivering dynamic PBR content to an even wider audience.”
Building on Existing Collaboration for PBR Exclusive Streaming
This latest agreement also reinforces Paramount’s existing collaboration with PBR, which includes Pluto TV’s partnership that commenced in 2021 with the launch of PBR RidePass as an exclusive live channel on the platform. PBR’s recent strong performance on broadcast television, with CBS airing its highest-rated PBR broadcast in October reaching an average of 2.70 million viewers, signals a robust and engaged fanbase for bull riding events. The inclusion of PBR content on Paramount+ is expected to further capitalize on this momentum, offering a comprehensive viewing experience that complements the live tv broadcasts and existing streaming offerings, making it a go-to for PBR exclusive streaming.
A Landmark for Sports Streaming: PBR Unleash The Beast on Paramount+
The 2026 PBR Unleash The Beast season is scheduled to kick off on December 12, 2025, in Manchester, New Hampshire, and will culminate with the PBR World Finals in Fort Worth, Texas. This deal is a significant development for both Paramount+ in its pursuit of premium sports content and for PBR in its mission to expand its audience and solidify its position in the trending world of sports entertainment. As the sports media landscape continues to evolve, this partnership signifies a strategic move to meet fans where they are, offering both live tv and on-demand streaming options for movies and news related to the sport, ensuring fans don’t miss a moment of the action with the Unleash The Beast Paramount+ commitment.
