The media landscape continues to shift, as we have seen with the NFL’s investments in media partners like ESPN and CBS this week, as well as properties going to platforms many might not have thought of just a few years ago. Why? The only event one needs to watch live…is sports.
WWE’s mammoth deal with ESPN’s new streaming service – a five-year $1.6 billion contract announced on Wednesday – is a bellwether for the direct-to-consumer direction of live sports entertainment.
Starting in 2026, the ESPN stand-alone streamer also will be the exclusive U.S. home to WWE’s tentpole events like “WrestleMania”. Since 2021, NBCUniversal’s Peacock has held the exclusive rights to the premium WWE events.
WWE is a rare juggernaut whose audience will follow the entertainment and sign up for new streaming services to watch it. Another property just like that is UFC, also under the TKO umbrella.
And now, PBR, the little engine that could within TKO, is about to kick off its own new streaming deal…alongside the debut of a more traditional partnership with The CW Network.
This new era for PBR consumption begins this Friday night at Amerant Bank Arena in Sunrise, Florida, when Fox Nation debuts “PBR Friday Night Live” followed by PBR on the CW on Saturday and Sunday, with a CBS Game of the Week Tripleheader on Sunday afternoon as well.
Fox Nation, which is also streaming the competition reality series, “Last Cowboy Standing,” will carry 10 Friday Night Teams telecasts culminating with the league’s championship opener on October 24 at T-Mobile Arena in Las Vegas.
Likewise, the CW will cover each event weekend featuring 10 teams playing five-on-five bull riding games heading into the league’s fourth championship weekend in Vegas.
For Fox Nation, it’s the network’s first foray into live sports. CW is touting that alongside the NASCAR Xfinity Series, weekends on The CW are a strong destination for the passionate fan bases of two growing sports with strong heartland appeal.
Both platforms have said they’ll be looking for creative ways to promote PBR. For example, on Friday night, Fox Nation will host and stream a concert with country music artist Chris Janson to kick off PBR Freedom Days. Fox host Abby Hornacek will be on-site to cover the event. Fans will see coverage on “Fox & Friends” as well.
CW, the nation’s fifth major broadcast network reaching 100% of U.S. television households, has affiliates in many cities PBR visits, providing news and morning show opportunities when the cowboys and bulls storm into town. Fans watching NASCAR on CW last weekend from Iowa Speedway couldn’t miss the prevalent PBR promos.
PBR CEO Sean Gleason, in touting 8.5 hours of PBR coverage this weekend, said the new deals complementing CBS will make the sport available to more fans than ever before while providing new ways “to tell our athletes’ stories of courage, grit and determination.”
Throughout the league, front office executives are reportedly optimistic that being on FOX Nation, the CW and CBS for complete coverage of each team’s 35-game regular season plus the playoffs will help them continue to build local fan bases, essential to the four-year-old league’s success and continued expansion. (The league grew from 8 to 10 teams heading into the third season in 2024). PBR reports that advance ticket sales for the 2025 Teams season are seeing double digit increases over last year.
If you recall hearing about PBR’s “new era” on TV before, no need to question your memory bank. There was a false start in 2024 when Dr. Phil’s Merit Street Media announced a blockbuster deal to carry approximately 300 hours of annual PBR programming, including weekly shoulder programming.
The massive deal cut by “America’s therapist,” making pro bull riding centerpiece of the new network’s live sports programming, turned out to be more of a Freudian “slip” so to speak.
A few months into PBR Teams competition, Merit Street abruptly stopped paying PBR – likely a first in the annals of professional sports on television.
As covered in Dallas Morning News, PBR had no choice but to take back its media rights (reportedly contracted for $181 million for the events and other ancillary agreements over four years) and put the rounds not being carried on CBS Television Network on a smorgasbord of digital platforms including YouTube, X, and RidePass on Pluto TV.
The digital broadcasts reached tens of millions of viewers, demonstrating the strong appeal of bull riding – also evident in PBR’s longstanding success on CBS – and paving the way for Fox Nation and the CW to commit to broadcasting the 2025 PBR Teams season.
When Fox Nation first dipped its toe into carrying sports last May with Kid Rock’s Rock N Rodeo from AT&T Stadium, produced by PBR, it was a resounding success in driving subscriptions. With the PBR Teams deal, the streamer and PBR are hoping for a true TKO with subscribers flocking to Fox Nation – the only place to see the bull riding games every Friday night the rest of the Teams season.
Leadership success on the court, the ice and the big screen…three hot August listens…