Paramount+ Wins Five-Year Deal to Stream PBR’s 'Unleash the Beast'

Post by : Bianca Suleiman

Paramount+ has agreed a five-year streaming partnership with the Professional Bull Riders (PBR) to carry the premier "Unleash the Beast" circuit live, beginning this December. The arrangement represents a significant change in distribution for one of the sport's most prominent competitions.

"Unleash the Beast" is PBR's top-tier league, where the world’s leading 35 riders compete across 17 states over a five-month campaign for points, prize money and the world championship. Under the new deal, Paramount+ will deliver live coverage of the full season, while CBS Sports will continue to air select events as part of its 2026 "Game of the Week" schedule.

The agreement underscores an ongoing shift of live sports toward streaming platforms. With traditional linear audiences declining, services such as Paramount+ are prioritising live sports rights to drive subscriptions. Viewers should expect on-demand archives, multi-device access and more flexible viewing options for the PBR calendar.

The 2026 campaign is set to commence in December in Manchester, New Hampshire, kicking off a high-intensity season of bull riding. The PBR deal also complements Paramount’s wider sports strategy, following its separate exclusive arrangement to stream UFC events beginning next year.

For fans, the partnership promises broader access to every venue's action via live streams and improved viewing flexibility. The move strengthens PBR's presence on mainstream streaming services while expanding Paramount+’s portfolio of live sports content.