Since Endeavor created TKO Group Holdings in 2023 to house both the UFC and WWE as divisions following a corporate merger, there’s been a lot of talk about synergies and cross-promotion between those combat sports. But TKO is set to take on even more: October 2024 saw the announcement that it would acquire agency IMG, events company On Location Experiences, and the Professional Bull Riders (PBR) organization from Endeavor in an all-stock deal valued at $3.25 billion. And now, we’re seeing more integration between PBR and TKO’s other sports.
PBR held an “Unleash The Beast” event this weekend at Gainbridge Fieldhouse in Indianapolis. And they broadcast that on several of their traditional platforms, including their YouTube channel, Pluto.TV FAST channel RidePass, their app, and their X account. But they also streamed their Friday and Saturday night events on WWE’s YouTube channel:
And that broadcast came with some distinct wrestling flair, as noted at Cageside Seats:
The hour-long show began like a WWE event, complete with a narrated video package as “When I Ride” by Dustin Lynch, Lecrae, Tommee Profitt, and Jung Youth served as its soundtrack. Announcer Craig Hummer welcomed WWE fans and potential new viewers to the show. “Shout out to the WWE Universe as they join us for the first time live as they get to experience bodyslams and clean finishes, PBR-style,” said Hummer.
Hummer was joined by Cord McCoy, a former rodeo cowboy. Together, they introduced viewers to PBR’s format and rules, making the fast-paced action easier to follow. Early on, some riders were bucked off and stomped on by the rampaging bulls. Even the bullfighters, tasked with distracting the bulls after a rider is thrown, became targets.
BULLFIGHTERS CALLED INTO ACTION
📺 LIVE NOW and FREE ➡️ https://t.co/6PqfpItrH6 pic.twitter.com/HX1A7CcA40
— PBR (@PBR) February 15, 2025
This isn’t the first time PBR has come up around TKO’s other properties. Indeed, UFC president Dana White owned a bull named Twisted Steel that was featured on the circuit (the bull passed away from illness last month), and retired fighter Donald “Cowboy” Cerrone’s plan to ride him led to one of the strangest UFC press conference moments in a while last May. But WWE streaming a PBR event to their own channel and incorporating both new fan introductions and WWE touches to that is a significant integration. We’ll see if there’s more cross-promotion along these lines down the road.
