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Paramount+ Secures Five-Year Deal to Stream PBR’s “Unleash the Beast” Bull Riding Series

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Paramount+ will become the new streaming home of Professional Bull Riders’ (PBR) premier competition series, “Unleash the Beast,” under a five-year media rights deal announced Wednesday by Skydance-owned Paramount and PBR.

The agreement will see Paramount+ stream live coverage of the elite bull riding circuit beginning in December, featuring the world’s top 35 riders as they compete across 17 U.S. states for prize money and championship points. “Unleash the Beast” will also continue its broadcast presence on CBS Sports, which has aired PBR events since 2013.

The deal marks another major shift in live sports programming toward streaming platforms, as media companies vie for premium events to attract subscribers. CBS will retain coverage of PBR’s “Game of the Week” through the 2026 season, ensuring the sport maintains a dual presence on traditional television and digital streaming.

PBR is part of TKO Group Holdings, which recently signed a seven-year, $7.7 billion exclusive broadcasting deal with Paramount for U.S. coverage of the Ultimate Fighting Championship (UFC) starting in 2026.

“Unleash the Beast” will kick off its 2026 season in December in Manchester, New Hampshire, blending PBR’s rugged live energy with Paramount+’s growing lineup of live sports offerings.

Netflix teams up with AB InBev for global beer and TV co-marketing deal

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Netflix and Anheuser-Busch InBev (AB InBev) have struck a global co-marketing partnership that will bring together two leisure giants: beer and streaming. The collaboration aims to link Netflix’s top series with AB InBev’s best-known beer brands through campaigns, packaging, and event tie-ins.

The deal will highlight shows like The Gentlemen (UK drama) and Culinary Class Wars (South Korea) with limited-edition beer packaging and online promotions. While financial terms weren’t revealed, both companies signaled it as a long-term push to merge entertainment and social drinking occasions.

AB InBev, whose portfolio includes Budweiser, Stella Artois, and Corona, will also advertise during Netflix’s growing slate of live programming, including the NFL’s Christmas Day broadcast. Future collaborations will extend to global sports spectacles such as the 2027 Women’s World Cup.

Netflix, which launched its advertising tier less than two years ago, already reaches over 94 million users worldwide. The company sees this ad-supported tier as a major growth engine, especially as live sports give it access to large, sponsor-friendly audiences.

Marcel Marcondes, AB InBev’s Global CMO, said the partnership plays into natural habits: “Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together.”

This move underlines how Netflix is expanding beyond just content production to build partnerships that link its cultural reach with brands looking for mass exposure.

Disney Sues to Block YouTube’s Hiring of Former Exec for Sports and Media Role

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Walt Disney Co. has filed a lawsuit against Alphabet Inc.’s YouTube, aiming to block the platform from hiring Justin Connolly, a former Disney executive, as its new global head of media and sports.

Filed late Wednesday in a Los Angeles state court, Disney’s legal action accuses YouTube of:

  • Breach of contract

  • Unfair competition

  • Tortious interference with a contractual relationship

According to the lawsuit, Connolly signed a new three-year contract with Disney in November 2024, which bound him to the company until March 1, 2027. While the contract granted him a one-time right to terminate it, Disney claims this right was not exercised and that YouTube knowingly violated the terms by hiring him.

Disney is seeking both preliminary and permanent injunctions to prevent Connolly from continuing in his new role and from breaching his contractual obligations.

YouTube’s Strategic Sports Push

The hiring of Connolly marks a key moment in YouTube’s expansion into live sports and broader media management. Connolly, who spent over 20 years at ESPN and Disney, was instrumental in managing platform distribution and media partnerships.

Now, YouTube has tapped him to oversee:

  • Relationships with major media companies

  • YouTube’s growing live-sports portfolio

YouTube has been rapidly scaling its sports presence, highlighted by its $14 billion NFL streaming deal signed in 2022. The platform is vying with rivals like Amazon and Netflix to capture sports streaming rights and monetize its massive user base.

Legal Stakes Amid Industry Tensions

The legal dispute reflects rising tensions in the streaming and live-sports landscape, with top platforms scrambling for seasoned executives who can secure key content deals. Disney, which is preparing to launch a standalone ESPN sports streaming service, appears intent on protecting its talent pipeline and contractual integrity as it defends market share.

YouTube and Alphabet have not responded to requests for comment.

Connolly’s exit earlier this week coincided with a pivotal moment for Disney’s sports ambitions. His potential move to a direct competitor raises critical questions about intellectual property, non-compete clauses, and contract enforcement in an era of intense media consolidation and streaming disruption.