Paramount, the US media giant now owned by Larry Ellison’s Skydance, has continued to ingratiate itself with the TKO Group of sports properties, agreeing a new five-year broadcast partnership with the Professional Bull Riders (PBR) series.
Starting with the upcoming 2026 campaign, which begins on December 12, 2025, the Paramount+ OTT service will serve as the streaming home of PBR’s top-tier ‘Unleash the Beast’ tour, covering every multi-day event from the five-month, 20-date season, through the 2030 edition.
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Outside of the TKO Group relationship, Paramount has a long-standing familiarity with PBR, as its CBS Sports linear TV channel has shown PBR action since 2013, in an agreement that will also run through the 2030 campaign.
For Paramount, this deal brings the media giant closer to the TKO Group of companies, which it has invested heavily in since completing the Skydance merger in August.
Indeed, this partnership was brokered by TKO Group-owned sports and media agency, IMG.
In August, Paramount agreed a bumper $7.7 billion, seven-year domestic media rights deal with the TKO-owned MMA promotion UFC, through which Paramount+ will become the exclusive home of all UFC events in the US from next year, replacing ESPN.
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By GlobalDataThis deal was supplemented last week with its expansion into Latin America and Australia, two major MMA markets, while the nascent Zuffa Boxing promotion, another TKO Group venture, will be shown by Paramount+ from 2026 onwards.
PBR, like the rest of Paramount+’s ever-expanding sports rights portfolio, is part of the media giant’s burgeoning DTC division, which grew strongly in the second quarter of the 2025 fiscal year, and following the merger will be led by 18-year Netflix veteran Cindy Holland.
