Hailey
Versant has officially unveiled its new sports division – USA Sports – which brings together the company’s diverse sports rights under one unified brand.
Launched in November 2025, USA Sports aims to become a major force in the U.S. sports-media landscape, combining traditional sports, women’s sports, and sports entertainment.
What is USA Sports?
USA Sports is the newly-branded sports division of Versant, created in preparation for the company’s spin-off from NBCUniversal, expected in early 2026.
The division will serve as the umbrella for live events, studio shows, and original programming across channels such as USA Network, Golf Channel, and CNBC.
The goal is to consolidate the sports assets that were previously spread across different networks and digital platforms, delivering more than 10,000 hours of programming in 2026.
A key focus is increasing the presence of women’s sports, with around 1,000 hours dedicated in the first year.
Highlights of the Portfolio
| Sport/Property | Details |
|---|---|
| NASCAR | USA Network will air the final 14 races of the Cup Series Playoffs in 2026. |
| Premier League | Over 175 matches will air on USA Network during the 2025-26 season. |
| PGA Tour | Golf Channel will cover 45 PGA Tour events in 2026. |
| WNBA | USA Network will air 50+ games, including the Finals, with Wednesday night double-headers. |
| WWE | Weekly live primetime coverage of WWE (SmackDown) continues on USA Network. |
| Women’s Sports | USA Sports will present ~1,000 hours of women’s sports in 2026, including volleyball and other leagues. |
Strategic Purpose & Vision
The creation of USA Sports serves several key purposes:
- Brand clarity and scale: Consolidating sports properties under one brand presents a clearer offering to advertisers, distributors, and fans.
- Women’s sports emphasis: The division dedicates significant airtime to women’s sports, elevating visibility for female athletes.
- Distinct identity: As Versant separates from NBCUniversal, the USA Sports branding helps establish an independent identity.
- Rights leverage: Versant can pursue expanded sports rights and new revenue streams beyond linear television.
What Fans & Industry Should Know
- Fans of NASCAR, Premier League, WNBA, and WWE can expect expanded national coverage beginning in 2026 under the USA Sports banner.
- Golf Channel retains its status as the “TV home of golf” in the U.S., now under refreshed branding as part of USA Sports.
- The full rollout of programming is scheduled for 2026, aligning with the completion of Versant’s spin-off.
With the launch of USA Sports, Versant creates a unified brand spanning motorsports, basketball, wrestling, women’s sports, golf, and international soccer.
The division leverages high-profile rights such as NASCAR, WNBA, and WWE while prioritizing women’s programming.
Fans can look forward to action-packed coverage, innovative branding, and broad reach across both linear and digital platforms in 2026 and beyond.