Another streaming platform is dipping its toe into live sports.
The Fox News-owned Fox Nation streaming service will reportedly air PBR Friday Night Live from Professional Bull Riders over the course of ten weeks, Brian Steinberg of Variety reported on Tuesday. Fox Nation has dabbled in sports content before, airing a docuseries about the Alabama Crimson Tide football team earlier this year and also housing hunting and fishing programming on the platform. This, however, will be the streamer’s first serious foray into live sports content.
“We could not ask for a better partner to kick off our first foray into live sports. PBR is an incredibly unique sport with an unrivaled, passionate fan base, and it’s a great addition to the entire Fox Nation viewer experience,” Fox Nation president Lauren Petterson said in a statement.
The streamer will also debut season two of Last Cowboy Standing, a docuseries following amateur bull riders competing for a spot on PBR, beginning on July 11.
In November, PBR exited its media rights agreement with Dr. Phil’s Merit Street Media — which recently filed for bankruptcy — citing withheld rights payments from the company. The circuit still has a media rights deal with CBS and Paramount+ that runs through 2030.
The deal is another indication of the power of live sports programming. Even niche offerings like PBR can be enough to drive subscriptions to a streaming service like Fox Nation that isn’t traditionally known for sports content.
About Drew Lerner
Drew Lerner is a staff writer for Awful Announcing and an aspiring cable subscriber. He previously covered sports media for Sports Media Watch. Future beat writer for the Oasis reunion tour.