Sinclair Broadcast Group is getting in the sports game, announcing the launch of the American Sports Network, “a collegiate sports initiative to be broadcast on a number of Sinclair’s broadcast television stations.” The company has already struck deals, pinning down broadcast agreements with Conference USA, the Colonial Athletic Association, Big South Conference, Southern Conference, and Patriot League, with football, basketball, soccer and other games airing in the new season. The initiative will be run by Sinclair Networks COO Doron Gorshein with Sinclair stations carrying the games and original content as part of the primary program line-up or as part of second channels.

“Broadcasters serve and are closely connected to their communities, of which the colleges and universities are an integral part,” said Gorshein. “We believe there is significant value and consumer appeal for live sporting events from these important institutions, and we can offer expanded distribution through our broadcast platforms, as well as on potential new platforms, deepening our connection to our communities.”