×
You will be redirected back to your article in seconds

Endeavor’s Professional Bull Riders Launches $8 Monthly Video Service

Professional Bull Riders has gotten into the over-the-top saddle, looking to lasso rodeo fans with a Netflix-style subscription streaming service.

PBR, which is owned by Endeavor (formerly known as WME-IMG), on Monday launched RidePass, a digital-streaming service offering 500-plus hours per year of exclusive live event coverage, news and commentary programs, and original and scripted series.

RidePass costs $7.99 per month or $83.88 for an annual membership (which comes out to $6.99 monthly). Users can sign up for a 21-day free trial.

PBR has a broadcast-rights deal for major events with CBS, its longtime TV partner. As a companion to the TV coverage, the new RidePass network will present related programming, showing the action from PBR insiders “on and off the dirt.” The day after CBS broadcasts of PBR events, RidePass members will have access to full on-demand replays.

All told, PBR’s RidePass will expand fan access to more than 150 live PBR and Western-sports events. That is slated to include additional coverage of PBR’s premier and non-televised tours, international coverage of the sport’s top tours in Australia, Brazil, Canada and Mexico, and live rodeo events.

“Fans have been asking for more live-event coverage, more access to the sport’s compelling personalities, and additional ways to celebrate cowboy values,” PBR CEO Sean Gleason CEO said in a statement. “RidePass will allow fans to stream everything from their favorite PBR and rodeo events to original Western-themed sports series available nowhere else.”

WME-IMG, which adopted Endeavor as the name of the holding company last fall, acquired Pubelo, Colo.-based PBR in 2015 for about $100 million.

PBR RidePass is Endeavor’s third OTT service. The company’s UFC mixed-martial arts org operates UFC Fight Pass, and in late 2015 IMG launched Made to Measure (M2M), an ad-supported digital fashion network.

RidePass’ first live-streaming event will be PBR’s St. Louis Invitational Presented by Express Employment Professionals from Scottrade Center on Saturday, Feb. 17. The first streaming rodeo event will be a showdown to be held at Thomas and Mack Center in Las Vegas in conjunction with PBR’s Last Cowboy Standing, with two rodeo performances on May 5-6.

Original series available at launch include “Keepin’ It 90,” featuring two-time PBR World Champion J.B. Mauney and popular Western personality Dale Brisby; and “In Color,” with in-depth interviews with current and past PBR stars.

At launch, RidePass is available for iOS and Android mobile apps and on the web (at ridepass.com). It will be available on streaming devices including Amazon Fire TV, Apple TV and Roku later this year, according to PBR.

More Digital

  • Niantic's Harry Potter: Wizards Unite Game

    ‘Harry Potter: Wizards Unite’ to Launch This Week

    “Pokemon Go” maker Niantic is getting ready to launch its next big game: “Harry Potter: Wizards Unite” is set to launch in June 21, the company revealed in a tweet this week. The worldwide launch of Harry Potter: Wizards Unite begins this Friday, June 21! Keep your eyes peeled and wand ready for more information [...]

  • google podcast creator program

    Google, PRX Unveil Second Slate of Their Podcasts Creator Program (EXCLUSIVE)

    Roughly a year after first unveiling its podcasts creator program, Google is renewing its commitment to train budding podcasters. Together with public radio and podcast distributor PRX, Google has chosen 6 podcasters from around the world to participate in the next round of the creator program. The podcasts included in the second cohort are “37 [...]

  • Camila Cabello

    Camila Cabello Reveals Podcast Obsessions, Teases New Album at Cannes Lions

    Camila Cabello was the featured speaker at a Tuesday afternoon panel at Cannes Lions, the annual gathering of marketing, design and entertainment professionals in the south of France. Joined by Spotify chief content officer Dawn Ostroff, the talk, moderated by Variety editor Shirley Halperin, was centered around the theme of the golden age of sound [...]

  • Meg Whitman and Jeffrey Katzenberg

    Quibi Has Already Booked $100 Million in Ad Sales, Jeffrey Katzenberg and Meg Whitman Say

    Quibi, the ambitious short-form video venture from Jeffrey Katzenberg and CEO Meg Whitman, has sold $100 million in upfront ad inventory with six advertisers ahead of its April 2020 debut. Advertisers that have committed ad spending to Quibi include Google, Procter & Gamble, PepsiCo, Walmart, Progressive and AB InBev, according to the company. The $100 [...]

  • China's iQIYI Signs Content, Channel Pact

    China's iQIYI Signs Content, Channel Pact With Malaysia's Astro

    Astro Malaysia, Malaysia’s leading pay-TV operator, has struck a strategic agreement with Chinese streaming platform iQIYI. Astro obtains the exclusive rights to deliver iQIYI content on TV, on-demand and via OTT in Malaysia. It will launch the first iQIYI-branded channel comprising iQIYI’s extensive slate of original content from drama to variety shows and movies. Astro [...]

  • Toy Story 4 Forky

    ‘Toy Story 4’ Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by TV ad measurement and attribution company iSpot.tv, Disney Pixar claims the top spot in spending with “Toy Story 4.” Ads placed for the animated film had an estimated media value of $5.53 million through Sunday for 1,073 national ad airings on 38 networks. [...]

  • Murder Mystery

    Netflix Reveals Record-Breaking Stats for Sandler-Aniston 'Murder Mystery' Flick

    “Murder Mystery,” the latest Adam Sandler film to debut on Netflix, broke viewing records on the streaming service, the company revealed Tuesday. The film, which is co-headlined by Jennifer Aniston, was seen by close to 30.9 million households in its first 3 days, according to a tweet sent out Tuesday afternoon. 🚨ADAM SANDLER AND JENNIFER [...]

More From Our Brands

Access exclusive content