How do I season a slow roasted chuck short ribs?

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So I bought some chuck short ribs and I want to slow roast it.
It looks like this: https://imgur.com/NECCMCR
I made a dry rub, rub it, throw in a 250F oven covered for a few hours, brush some bbq sauce, raise the oven to 350F and uncovered for another 30 minutes. The rib is perfectly tender and juicy but it's bland on the inside. I also tried to cut it halfly open before seasoning but it doesn't make a huge difference.
Should I brine it overnight or do I have to get a sauce injector?

submitted by /u/Unfair-Garlic214
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