Larger draws than ever before keep live sports buzzing. If anyone needed a reminder that live sports remain one of television’s most powerful attractions, the 2026 NHL and NBAFinals delivered it in a big way.

NBC Sports NOW is a free 24/7 streaming channel from NBC Sports offering daily sports talk shows, live sports and highlights on Peacock, the NBC Sports app, The Roku Channel, Pluto TV, Xumo and more.

Follow live updates from the opening day of the US Open at Shinnecock Hills, with Rory McIlroy and Scottie Scheffler among the early starters. Watch live on Sky Sports Golf.

The 2026 U.S. Open begins Thursday at Shinnecock Hills, where Scottie Scheffler, Rory McIlroy and the world’s best face a brutal test. Follow live scores, leaderboard updates and highlights.

NBC Sports is another popular sports streaming website. Anyone with an NBCSN-enabled cable, satellite, telco, or live-streaming TV subscription can access the app and watch live TV. Sunday night NFL, college football, NASCAR, all major golf championships, the NBA, the English Premier League, the MLB, the Tour de France, tennis, and an unlimited amount of horse racing are all available on NBC.

To squeeze the most juice out of their live sports campaigns, many marketers are adopting programmatic buying and marketing mix modeling.

All six matches across the opening weekend of the Scottish Premiership season will be live on Sky Sports for the first time; Rangers start at Dundee Utd, Falkirk face St Mirren, Hearts head to Aberdeen,

The simulcasts will expose the WNBA to an affluent audience on CNBC and marks a new chapter for the business news network after it spun out from Comcast.