Paramount Expands Partnership with TKO: Streaming Rights for PBR's 'Unleash the Beast' Tour
David Ellison's Paramount has extended its partnership with TKO Group Holdings, securing a five-year deal to stream the Professional Bull Riders' (PBR) flagship tour, 'Unleash the Beast', exclusively on Paramount+.
This new agreement builds upon Paramount's existing relationship with PBR, which was previously managed by CBS Sports through 2030. The deal significantly broadens the scope, offering a weekly game broadcast and a deeper dive into the thrilling world of bull riding. It's a strategic move for Paramount, following a series of high-profile deals with TKO, including a $7.7 billion contract for the UFC, now expanded to Latin America, Australia, and beyond, as well as a deal for Zuffa boxing, a new league TKO is launching with Sela and Turki Al-Sheikh.
The PBR CEO and commissioner, Sean Gleason, expressed enthusiasm for the partnership, stating, 'This deal aligns with our longstanding relationship with CBS and reflects our shared commitment to expanding PBR's reach.' Dan Weinberg, executive vp of programming for CBS Sports, echoed this sentiment, highlighting the importance of bringing the 'Unleash the Beast' series to a broader audience through Paramount+.
This expansion not only solidifies Paramount's position in the streaming market but also showcases the power of strategic partnerships in the media industry. With TKO's expertise in combat sports and Paramount's streaming prowess, the future looks bright for both companies as they continue to innovate and entertain audiences worldwide.
