Andy Watson/Bull Stock Media
Paramount and Fort Worth-based PBR have announced a new five-year media rights agreement that will make Paramount+ the primary streaming home of the Professional Bull Riders premier tour, Unleash The Beast, beginning with the 2026 season, which begins Dec. 12.
Under the deal, Paramount+ will stream live coverage of the full Unleash The Beast (UTB) season, the highest level of individual bull riding competition, spanning five months in 19 cities across 17 states.
The partnership builds on PBR’s long-standing relationship with CBS Sports, which began in 2013 and runs through 2030. CBS Television Network will continue to carry the CBS Game of the Week during the 2026 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 continues to perform strongly on broadcast. In October, CBS aired its highest-rated PBR broadcast of all time, reaching an average of 2.7 million viewers.
“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, CBS Sports EVP of programming. “This extension enables us to extend our reach, delivering dynamic PBR content to an even wider audience.”
Highlights of the 2026 Unleash The Beast season include PBR’s debut at TD Garden in Boston and Doak Campbell Stadium at Florida State, as well as return visits to Madison Square Garden in New York for the 18th time and to Pittsburgh’s PPG Paints Arena following consecutive sellouts in 2024.
The 2026 season kicks off Dec. 12 in Manchester, New Hampshire, and culminates with the PBR World Finals: Unleash The Beast in Fort Worth, with events at Cowtown Coliseum (May 7–10) and championship rounds at Dickies Arena (May 14–17).
PBR is part of TKO Group Holdings, which recently announced major agreements with Paramount. Starting in 2026, Paramount+ will become the exclusive U.S. home for all UFC events, as well as Zuffa Boxing, with select UFC events also airing on CBS. TKO-owned IMG advised PBR on negotiations with Paramount+.
