USA Sports Joins TV-Sports Landscape in Bid for Advertisers
Versant, a company set to be spun off from NBCUniversal, has recently launched its USA Sports division in an effort to secure a share of the dwindling live sports audience that advertisers are eager to reach. The new division will showcase a wide range of sports rights including NASCAR, PGA Tour, Premier League, WWE, and WNBA, with broadcasts primarily airing on the USA and Golf Channel cable networks. It is anticipated that CNBC will also feature USA Sports programming on weekends starting in 2026.
With over 10,000 hours of games and studio programming planned, USA Sports aims to provide a diverse portfolio of sports properties that cater to sports fans across the nation. Matt Hong, president of USA Sports, expressed excitement about the brand’s launch, emphasizing the network’s long-standing reputation as a top national sports and entertainment destination. He highlighted the extensive coverage of global leagues and major sporting events that USA Sports will offer, ensuring there is something for every sports enthusiast.
In a move to promote gender equality in sports coverage, USA Sports will dedicate approximately 1,000 hours to women’s sports in 2026, featuring the WNBA, LPGA Tour, and League One Volleyball. This commitment underscores the network’s dedication to showcasing a wide array of sports and providing equal opportunities for athletes of all genders.
The decision to name the new division after the iconic USA Network pays homage to the cable channel’s rich history. Founded in 1977, USA Network has been a staple in American television, known for its diverse programming and engaging content. By aligning with this esteemed brand, USA Sports aims to build on its legacy and establish itself as a premier destination for sports entertainment.
Versant’s strong cable network lineup, which includes MSNBC, CNBC, E!, and Oxygen, positions the company to leverage its existing assets and expand into new territories. Executives have hinted at potential developments such as newsletters and conferences that will enhance viewer engagement and bring the network closer to its audience. With a focus on innovation and audience connection, USA Sports is poised to make a significant impact in the competitive TV-sports landscape.
