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.
On March 4, 2026, U SPORTS announced a three-year partnership with Lanctôt Sports, the Canadian distributor of Wilson Sporting Goods and Team Sports categories. This agreement reaffirms Wilson as the Official Football of U SPORTS, a distinction it has held since 1994, and the Official Basketball since 2009. Previously, on March 2, U SPORTS announced the Victoria Vikes as the top seed for the 2026 U SPORTS Men’s Final 8, presented by Student Housing Calgary, marking their third top seed in four years after winning the Canada West conference; Bishop’s was named the wildcard. The national championship will run from Friday to Sunday at the Jack Simpson Gym on the campus of the University of Calgary. Earlier, on February 5, U SPORTS named Sun Life as a title partner of the 2026 Women’s Basketball Final 8, hosted by Université Laval, with Michelob and Hilton Québec joining as presenting partners, reflecting the continued growth and commercial momentum of the event.
U Sports offers 2 products in the sports and media and telecoms services industries. U Sports's product portfolio comprises of media and TV services 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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