Paramount Cuts Another Deal With TKO for Streaming Rights to ‘Unleash the Beast’ PBR Tour

David Ellison’s Paramount has cut another deal with TKO Group Holdings.

The media company on Wednesday said that it had inked a five-year rights deal with Professional Bull Riders to make Paramount+ the streaming home of Unleash the Beast, PBR’s flagship tour. The Unleash the Beast 2026 season kicks off on Dec. 12.

It is worth noting that Paramount was already in business with PBR, with CBS Sports holding rights through 2030, including for a game of the week. But the new deal greatly expands on that, and follows a string of deals that Paramount has done with TKO, including a massive $7.7 billion UFC deal, which has since been expanded to include Latin America, Australia and other territories, as well as a deal for Zuffa boxing, the new boxing league that TKO is launching alongside Sela and Turki Al-Sheikh, chairman of Saudi Arabia’s General Entertainment Authority.

“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, in a statement. “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.”

“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+,” added Dan Weinberg, executive vp of programming for CBS Sports. “This extension enables us to extend our reach, delivering dynamic PBR content to an even wider audience.”

Subscribe

Sign Up