Versant Launches USA Sports Unit to House NASCAR, WNBA, WWE and More

USA Sports has officially joined the ranks of TV sports outlets vying for a piece of the live audience pie that advertisers are eager to reach. Versant, a company being spun off from NBCUniversal, has launched its USA Sports division with a focus on securing a wide array of sports rights, including NASCAR, PGA Tour, Premier League, WWE, WNBA, and more. The games will primarily be broadcast on the USA and Golf Channel cable networks, with CNBC expected to air USA Sports programming on weekends starting in 2026.

The goal of USA Sports is to offer over 10,000 hours of games and studio programming, catering to a diverse audience of sports fans across the country. Matt Hong, president of USA Sports, emphasized the brand’s connection to the longstanding reputation of the USA Network as a top national sports and entertainment network. The portfolio of sports properties and programming will showcase top-tier global leagues and major events in the sports world, providing something for every type of sports enthusiast.

In a move to highlight women’s sports, USA Sports plans to feature approximately 1,000 hours of women’s sports content in 2026, including coverage of the WNBA, LPGA Tour, and League One Volleyball. The name of the new division pays homage to the USA Network, a cable television pioneer that has been a staple in the industry since its launch in 1977.

Versant, the parent company of USA Sports, boasts a collection of cable networks like MSNBC, CNBC, E!, and Oxygen. Executives are looking to enhance these properties by introducing new products and services such as newsletters and conferences that will engage with their most dedicated viewers. This strategic approach aims to strengthen the relationship between the company’s networks and their audience, creating a more immersive and rewarding viewing experience.

Overall, the launch of USA Sports signifies a significant step in the evolution of sports broadcasting, offering a diverse and extensive lineup of sports content to captivate audiences and attract advertisers. With a focus on quality programming and a commitment to showcasing a wide range of sports, USA Sports is poised to become a prominent player in the competitive landscape of TV sports outlets.