CNBC To Launch Weekly Sports Media Show

While Comcast bolsters its sports offerings through NBCUniversal and Peacock with high-profile rights deals like the $3 billion Olympic extension through 2036 and the NBA’s return to NBC starting in the 2025-26 season, CNBC is carving out a distinct niche by enhancing its sports business coverage.

CNBC is launching CNBC Sport: On The Record, a weekly weekend TV show to premiere March 29, (3pm EDT) featuring interviews with sports business executives and key figures. This initiative, driven by CNBC President KC Sullivan, builds on the network’s recognition of sports as a major investable asset. 

The show repurposes content from a weekly sports business podcast launched in 2024 and complements the CNBC Sport newsletter by reporter Alex Sherman, which has seen a sevenfold increase in sports business coverage since its inception. The first long-form production under this banner will explore NBA star Steph Curry’s off-court ventures with Thirty Ink, signaling CNBC’s intent to produce deeper, branded content at the intersection of sports and commerce.

This expansion aligns with Comcast’s broader sports strategy, leveraging its ownership of NBCUniversal (CNBC’s parent) to tap into the lucrative sports media market. While Comcast secures live sports rights—such as the Olympics, NFL on NBC, and upcoming NBA games—for NBC and Peacock, CNBC focuses on the financial and strategic angles, targeting an audience of investors, executives, and fans interested in the business behind the games. The network’s efforts also include plans for live CNBC Sport-branded events, further bridging its business expertise with sports industry trends.