In a groundbreaking development for live sports streaming, Paramount Global has announced that its platform Paramount+ will hold exclusive streaming rights for the Professional Bull Riders’ (PBR) “Unleash the Beast” tour for the next five years, beginning with the 2026 season. The tour features the top 35 riders competing across 17 U.S. states over a five-month schedule, attracting a dedicated audience of bull riding enthusiasts. While CBS Sports will continue broadcasting select “Game of the Week” events, Paramount+ will become the primary platform for comprehensive coverage, emphasizing a digital-first distribution model.
This partnership highlights a broader industry trend: live sports are moving away from traditional television and embracing streaming platforms. For media companies, owning the digital rights to live events is increasingly critical for monetization through subscriptions, advertising, and interactive fan experiences. Analysts suggest that streaming platforms like Paramount+ could integrate Web3 elements, such as fan tokens, NFTs, or other blockchain-based engagement tools, offering additional revenue streams while deepening fan participation.
The deal also illustrates the financial power of exclusive rights in shaping the future of sports media. By prioritizing digital distribution, Paramount+ positions itself as a leader in next-generation sports content delivery. The move is expected to drive subscription growth and create opportunities for innovative content packaging, including behind-the-scenes footage, real-time analytics, and interactive features for fans worldwide.
Overall, the Paramount+ and PBR agreement sets a precedent for how traditional sports leagues can capitalize on digital-first strategies, making it a key case study for media rights, digital finance, and the intersection of sports and technology.
