Since Endeavor established TKO Group Holdings in 2023 to encompass both the UFC and WWE following a corporate merger, discussions around synergies and cross-promotion between these combat sports have surged. TKO is now poised for further expansion: in October 2024, it was announced that TKO would acquire agency IMG, the events company On Location Experiences, and the Professional Bull Riders (PBR) organization from Endeavor, in an all-stock deal valued at $3.25 billion. This move is leading to increased integration between PBR and TKO’s other sports.
This weekend, PBR hosted an “Unleash The Beast” event at Gainbridge Fieldhouse in Indianapolis, broadcasting it on multiple platforms such as their YouTube channel, Pluto.TV FAST channel RidePass, their app, and their X account. Additionally, they streamed their Friday and Saturday night events on WWE’s YouTube channel:
The broadcast featured a distinct wrestling flair, as noted at Cageside Seats:
The hour-long show began like a WWE event, with a narrated video package set to the soundtrack of “When I Ride” by Dustin Lynch, Lecrae, Tommee Profitt, and Jung Youth. Announcer Craig Hummer welcomed WWE fans and potential new viewers, stating, “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.” Hummer was accompanied by Cord McCoy, a former rodeo cowboy, who helped introduce viewers to PBR’s format and rules, making the fast-paced action easier to understand. Early in the event, some riders were thrown and stomped by the bulls, and even the bullfighters, tasked with distracting the bulls post-ride, became targets.
BULLFIGHTERS CALLED INTO ACTION
📺 LIVE NOW and FREE ➡️ https://t.co/6PqfpItrH6 pic.twitter.com/HX1A7CcA40
— PBR (@PBR) February 15, 2025
This is not the first instance of PBR intersecting with TKO’s other properties. Notably, UFC president Dana White previously owned a bull named Twisted Steel, featured in the circuit (the bull tragically passed away from illness last month). Moreover, retired fighter Donald “Cowboy” Cerrone’s plan to ride Twisted Steel resulted in one of the strangest UFC press conference moments in May. WWE’s streaming of a PBR event on their channel, along with the integration of new-fan-introductions and WWE elements, signifies a substantial step towards cross-promotion.
