On Thursday (24), the sale of Professional Bull Riders (PBR) was announced as part of a billion-dollar transaction between Endeavor, the former owner, and TKO Group, the current owner of the UFC, one of the world’s leading MMA events. This deal also included IMG and On Location, two major players in sports and entertainment, and closed at a value of $3.25 billion, though the announcement did not specify the individual worth of each entity involved.
This change in ownership is not expected to impact PBR’s operations, as Endeavor controls TKO Group and is following a restructuring strategy aimed at consolidating its sports ventures under a single entity.
Formed in 2023, TKO Group was created through the merger of the UFC’s managing company with that of WWE, the popular professional wrestling organization, both already under Endeavor’s ownership. Endeavor is recognized as a giant in the entertainment industry, covering a wide range of sectors, including media, sports events, promotion of athletes and artists, film, and numerous other businesses.
PBR was founded in 1992 by 20 bull-riding competitors who invested $1,000 each to create an independent organization that would grow into a global reference. In 2007, control of PBR transferred to Spire Capital, an investment firm, with each competitor still holding shares receiving $4 million for over 90% of their stake.
Following significant growth, PBR was acquired in 2015 by WME-IMG, later renamed Endeavor. North American market experts estimated the purchase price for PBR at that time to be around $100 million.
