Versant, the cable networks business being spun out of Comcast, will begin airing sports-related programming under the USA Sports brand later this year, its chief executive confirmed on Monday.

In a lengthy note to employees working under the Versant mast, CEO Mark Lazarus said live athletic events aired by USA Network and Golf Channel will adopt the singular branding later this year. As part of the effort, USA Sports will have its own logo that is prominently displayed during live events.

As described, the move is similar to one made by Warner Bros Discovery (WBD) last year, when it began airing live sports under the “TNT Sports” branding on its flagship cable network and sister channels TBS and Tru TV.

Similar to how WBD continues to operate TBS, TNT and Tru TV as separate channels outside of sports, USA Network and Golf Channel will continue to have their own schedules when live sports are not airing on either channel. Golf Channel typically presents shoulder programming like documentaries and golf analysis shows, while USA Network airs re-runs of sitcoms, dramas and movies.

The memo announcing the launch of USA Sports was part of a broader memo written by Lazarus outlining numerous branding-related changes that will take place in the coming months as Versant separates itself from Comcast’s NBC Universal. Part of that effort involves dropping the NBC branding and its famed peacock logo from the networks that will comprise Versant, including MSNBC and Golf Channel.

The changes involve one controversial overhaul that will see MSNBC relaunch as “MS NOW” later this year. Lazarus said the channel will stand for “My Source for News, Opinion and the World,” though some social media pundits suggested the company should have made a better effort before settling on the name.