Get ready for some serious rodeo action! Paramount+ is throwing its hat into the ring, securing streaming rights to the thrilling 'Unleash the Beast' tour by the Professional Bull Riders (PBR). This move is the latest in a series of strategic deals that has the entertainment industry buzzing.
David Ellison's Paramount has once again partnered with TKO, this time to bring the adrenaline-pumping PBR tour to streaming audiences. The five-year agreement ensures that Paramount+ will be the exclusive home of the 'Unleash the Beast' tour, starting with the 2026 season opener on December 12.
But here's where it gets interesting: Paramount already had a foot in the door with PBR. CBS Sports, a subsidiary of Paramount, holds rights to PBR content through 2030, including a weekly game feature. However, this new deal significantly enhances their involvement. It follows a pattern of ambitious partnerships between Paramount and TKO, including the massive $7.7 billion acquisition of UFC, now expanded to Latin America, Australia, and beyond. TKO's new boxing league, Zuffa, is also part of this expanding sports empire.
"Our collaboration with CBS has been invaluable, and this deal is a natural progression," said Sean Gleason, PBR CEO. "With Paramount+ on board, we're taking our sport to new heights and reaching a global audience."
Dan Weinberg, CBS Sports executive, echoed the enthusiasm: "Bringing 'Unleash the Beast' to Paramount+ is a no-brainer. We're supercharging our streaming platform with captivating content and giving fans more ways to engage with the action."
And this is the part most people miss: The deal signifies a strategic shift towards streaming, recognizing the evolving media landscape. By securing these rights, Paramount+ is positioning itself as a go-to destination for live sports and entertainment, potentially reshaping the industry.
What do you think about this latest streaming acquisition? Is Paramount+ becoming your go-to platform for live sports? Share your thoughts and let's discuss the future of streaming!
