David Ellison’s Paramount has cut another deal with TKO Group Holdings.

The media company on Wednesday said that it had inked a five-year rights deal with Professional Bull Riders to make Paramount+ the streaming home of Unleash the Beast , PBR’s flagship tour. The Unleash the Beast 2026 season kicks off on Dec. 12.

It is worth noting that Paramount was already in business with PBR, with CBS Sports holding rights through 2030, including for a game of the week. But the new deal greatly expands on that, and follows a string of deals that Paramount has done with TKO, including a massive $7.7 billion UFC deal, which has since been expanded to include Latin America, Australia and other territories, as well as a deal for Zuffa boxing, the new boxing league that TKO is launching alongsi

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