There’s a new sports TV player in town: USA Sports.

Versant, the forthcoming cable channel spinoff from NBCUniversal, says that it will be branding its live sports programming across USA Network, Golf Channel and CNBC under the USA Sports brand name.

The new branding features a red and black colorway and will lean into the brand identity of USA Network, which houses most of the company’s flagship sports content. Golf Channel will be keeping its name, but will get a new logo next year.

USA Sports will have some 10,000 hours of sports programming, between studio shows and live events, in 2026. The company’s rights portfolio includes NASCAR, WNBA, WWE, PGA Tour, Premier League, the LPGA Tour and USGA events, among others.

“Our new USA Sports brand and division name leans into USA Network’s decades-long reputation as a top national sports and entertainment network,” said Matt Hong, president of USA Sports. “Our diverse portfolio of sports properties and programming across our platforms highlights top-tier global leagues and amplifies major events throughout the sports landscape. USA Sports has something for all sports fans across the country.”

USA Sports is leaning heavily into women’s sports as a focus point for its efforts, betting that the organic growth in the marketplace, as well as interest from marketers, can become a driver for the business. The company inked its own 11-year rights deal with the WNBA, alongside NBCUniversal, which will retain many of its rights, and it inked a deal for League One Volleyball, hoping that the emergent sport can help it stand out.

Corporate changes have forced some sports rebrands in the past. Most recently, Warner Bros. Discovery changed its WBD Sports division into TNT Sports, also taking the name of its most high-profile channel. Versant will also be changing the name of MSNBC to MS NOW later this week, another side effect of the spin (though CNBC will be able to keep its name, for now).

NBCUniversal’s Versant spinoff is slated to be complete in early 2026, with Versant to be publicly traded as a standalone company.