U Sports is a privately owned entity headquartered in Canada. Founded in 1962, U Sports employs approximately 150 individuals and reported $43.3M in revenue as of 2023. It operates as a tier 3 media tech buyer. The organization functions as the national sport governing body of university sport in Canada, comprising the majority of degree-granting universities across the nation.
U Sports announced the full rosters and coaching staffs for the 2026 U SPORTS East-West Bowl on April 10, 2026. Scheduled for May 9 at the University of Waterloo, the event will feature 107 Canadian university football players eligible for the 2027 CFL Draft, showcasing their skills to Canadian Football League personnel. Previously, on March 15, Canada made a strong impression at the FISU World University Cross Country Championships, earning a women’s team bronze medal and achieving near-podium finishes in mixed relays. Earlier, on March 4, U Sports extended its partnership with Wilson through a three-year agreement with Lanctôt Sports, Wilson's Canadian distributor, reaffirming Wilson as the Official Football, a distinction held since 1994, and the Official Basketball since 2009.
U Sports offers 2 products in the sports and media and telecoms services industries. U Sports's product portfolio comprises of search, social, and retail media and contact sports.
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U Sports's revenues were less than $50M in 2023. Caretta Research has split U Sports's revenue into 2 different product categories, the largest of which is american football. For full access to U Sports's revenue breakdown subscribe to Caretta Portal.
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U Sports sells broadcasting rights of its american football competitions to 4 companies globally, covering 2 countries. U Sports's rights holders include CBC/SRC.
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