The rebranding occurred on the morning of July 15, 2017; its launch weekend programming included coverage of events in the 2017 World Aquatics Championships, the 2017 FIVB Volleyball World Grand Prix, the 2017 World Para Athletics Championships and the 2017 IAAF Diamond League. Besides Xfinity, providers who carried the channel at launch included Altice, AT&T U-verse, DirecTV, Dish Network, Spectrum, and Verizon Fios, along with Hulu's live TV service; NBC stated that it would be available in 35 million households when the rebranding occurs.