Paramount Group Expands Sports Streaming with PBR Partnership and UFC Rights Acquisition

Paramount Group Expands Sports Streaming Portfolio with PBR Partnership

Paramount Group makes a significant move in the sports entertainment landscape by entering a five-year media rights agreement with the Professional Bull Riders (PBR). As of December 12, 2025, Paramount+ will become the primary streaming platform for PBR's premier tour, Unleash The Beast. This partnership is poised to enhance Paramount's offerings, as it allows the streaming service to broadcast live coverage of a five-month season that includes events across 19 cities in 17 states. This agreement not only solidifies Paramount's commitment to sports content but also builds on its long-standing relationship with CBS Sports, which has been integral to PBR's media presence since 2013.

Sean Gleason, CEO of PBR, expresses enthusiasm about the deal, noting its potential to expand the sport's audience reach. This development is particularly noteworthy as the PBR continues to gain traction among viewers, evidenced by CBS achieving its highest-rated PBR broadcast, which attracted an average of 2.70 million viewers. The upcoming 2026 season promises high-profile events, including the PBR's debut at Boston's TD Garden and a return to iconic venues such as Madison Square Garden. These strategic selections not only heighten the visibility of PBR but also align with Paramount's goal of delivering diverse, dynamic content to sports fans.

In addition to the PBR partnership, Paramount's relationship with TKO Group Holdings further expands its sports streaming capabilities. Starting in 2026, Paramount+ will serve as the exclusive U.S. home for all UFC events, significantly broadening its streaming portfolio in key markets such as Latin America and Australia. This collaboration underscores Paramount's ambition to establish itself as a leader in sports streaming, providing audiences with access to premier live events and enhancing its competitive positioning in the evolving media landscape.

In related news, Paramount faces legal challenges as a former employee, Joseph E. Jerome, files a lawsuit alleging wrongful termination based on race and age discrimination. Jerome claims he was one of three White men over 50 who were let go in 2024, raising concerns about the impact of the company's diversity, equity, and inclusion (DEI) initiatives. The case reflects ongoing discussions in the entertainment industry about the balance between promoting diversity and ensuring fair treatment for employees across different age demographics, an issue that may affect Paramount's public image and internal policies moving forward.