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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.

Paramount Names Meta’s Dane Glasgow as Chief Product Officer

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Paramount announced Wednesday that Dane Glasgow, a senior executive from Meta, will join the company as chief product officer. In his new role, Glasgow will shape Paramount’s product strategy and vision, with a focus on digital platforms and AI-driven capabilities.

Glasgow will report directly to Paramount Skydance CEO David Ellison and collaborate closely with Cindy Holland, who leads the company’s direct-to-consumer division.

He brings extensive experience from across the tech industry, having served as VP of Product Management at Meta’s Facebook since 2021, and previously holding executive positions at Microsoft, eBay, and Google.

Paramount Skydance was created after the $8.4 billion merger of Paramount Global and Skydance Media in August, ushering in a wave of new leadership and strategic deals. Since then, the company has:

  • Secured a partnership with Activision Blizzard (owned by Microsoft) to produce a “Call of Duty” film adaptation,

  • Signed a three-year global distribution deal with Legendary Entertainment, beginning with a “Street Fighter” movie,

  • Committed $7.7 billion for the exclusive U.S. broadcast rights to the UFC for the next seven years.

With Glasgow’s appointment, Paramount is signaling its intent to push deeper into digital innovation while leveraging its expanded entertainment portfolio.

Meta Elects UFC CEO Dana White, Two Others to Board

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Meta Platforms (META.O) announced on Monday the election of three new directors to its board, including Dana White, CEO of the Ultimate Fighting Championship (UFC), as well as Charlie Songhurst, an investor and former Microsoft executive, and John Elkann, CEO of Exor, a holding company controlled by Italy’s Agnelli family.

Mark Zuckerberg, CEO of Meta, praised the trio for their expertise in fields such as AI, wearables, and human connection, noting their addition would help the company address significant opportunities.

Dana White, who is a close associate of President-elect Donald Trump, has been involved in supporting Trump’s candidacy at the Republican National Conventions in 2016, 2020, and 2024. Zuckerberg and White have also developed a friendship, stemming from Zuckerberg’s interest in mixed martial arts and recreational fighting. In 2022, Zuckerberg publicly thanked White on Instagram for inviting him to attend a UFC event, and the UFC later shared a photo of the two in front of the Octagon.

John Elkann is the executive chairman of Stellantis NV and Ferrari, and chairs the nonprofit Agnelli Foundation. He also has notable leadership roles within Europe’s business community. Charlie Songhurst, who has been advising Meta on strategic AI opportunities since May, brings valuable insight to the company’s future direction.

Meta’s new board members come at a time when the company is positioning itself to adapt to new political and business environments. Zuckerberg has expressed regret over past content decisions that alienated conservatives, and has been openly supportive of Trump, including Meta’s donation of $1 million to Trump’s inaugural fund. Recently, Meta appointed Joel Kaplan, a prominent Republican policy executive, as head of global affairs.