Fox Nation is officially entering the live sports arena, and it’s doing so by embracing Western culture.
Starting August 8, Fox Nation will become the exclusive home for PBR Friday Night Live, the Camping World Team Series’ Friday night competitions. The slate runs through October 24 and marks the first time the Fox News-owned streamer will carry live sporting events. This isn’t a one-off either. The platform will also stream Season 2 of Last Cowboy Standing, beginning July 11.
This is more than just a new programming addition. It represents a strategic shift. For years, Fox Nation has operated as a lifestyle and opinion-led platform. Now, it’s testing how its existing audience responds to high-adrenaline live sports that align with its cultural identity.
The Professional Bull Riders deal is also the first new rights agreement for PBR under its new parent company, TKO Group Holdings, which also owns UFC, WWE, On Location, and IMG. PBR has a longstanding primary rights relationship with Paramount Global, but this side deal signals that TKO is already diversifying its distribution strategy. PBR previously had a deal with Dr Phil’s Merit Street Media but severed ties last year amid a dispute over rights fees. Merit Street filed for bankruptcy earlier this month.
Fox Nation tested this lane back in May with Kid Rock’s Rock N Rodeo, a hybrid event that mixed rodeo with live music. The special outperformed expectations and PBR’s leadership clearly saw potential.
Fox Nation president Lauren Petterson framed the deal as both strategic and audience-aligned. “We could not ask for a better partner to kick off our first foray into live sports,” she said. “PBR is an incredibly unique sport with an unrivalled, passionate fan base.”
PBR commissioner Sean Gleason echoed that sentiment, calling Rock N Rodeo a “breakout hit” and praising Fox Nation’s ability to amplify the stories of its athletes.
This is a modest first step into live sports for Fox Nation, but one that fits its brand and its base. It may also open the door to more crossover between Fox’s entertainment, news, and sports assets.
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