The WNBA is expanding its footprint to CNBC.
Parent CNBC Slope announced Wednesday that the business news network will simulcast 11 WNBA games this season. The matchups will also be broadcast on Versant’s USA Network.
Last September, Versant and the WNBA announced an 11-year media rights agreement that includes regular season and postseason games. Under the deal, USA Network will broadcast at least 50 games per year.
Coverage on CNBC begins Wednesday night with the defending champion Las Vegas Aces taking on the Phoenix Mercury at 10 p.m. ET. This game is the second of a doubleheader that begins with the New York Liberty and Chicago Sky at 8 p.m. ET on USA Network.
The goal of the simulcasts is to ensure fans don’t miss any of the action, according to USA Sports President Matt Hong. Since doubleheaders can sometimes run for a long time, the simulcast will allow viewers to choose which game to tune into if they overlap.
The simulcast will also expose the WNBA to an affluent audience on CNBC as the league looks to capitalize on burgeoning popularity.
“It’s really a promise that we’re making not only to the WNBA, but to all of our partners in the league, that we will seek out new audiences for them,” Hong said Wednesday on CNBC’s “Squawk Box.”
Wednesday also marks the debut of Indiana Fever guard Sophie Cunningham as a contributing athlete for Versant. She will be involved in studio coverage of both doubleheader games on both networks.
The simulcast deal marks a new chapter for CNBC as it explores new revenue streams and navigates a corporate split from its former parent company, Comcast.
While CNBC has previously broadcast Olympic events and occasional golf events, the WNBA simulcast represents another step forward in live sports for the cable channel.
“Sports is obviously must-see TV. I would also put live news and live financial news in that category,” Hong said.
This could help Versant in its future distribution deals with pay TV providers. Versant is now negotiating these distribution deals on its own after previously tying its programming to NBCUniversal when it was part of Comcast.
Versant’s brands also include MS NOW, E!, SyFy and Oxygen, in addition to digital platforms Fandango, Rotten Tomatoes, GolfNow and GolfPass.
Since the Versant spinoff announcement, Hong has signed five new expanded or expanded rights deals.
The company has agreements with several other professional sports leagues, including NASCAR, the PGA Tour, the LPGA and Pac-12 football and basketball.
Disclosure: Versant is the parent company of CNBC.