CNBC is throwing its weight behind its nascent CNBC Sport brand, bringing its sports business coverage to CNBC TV and live events in a significant way.

The company will launch a CNBC Sport weekend show CNBC Sport: On The Record, that features interview with sports business executives and newsmakers, and is planning a series of long-form CNBC Sport-branded productions that explore the intersection of sports and business, with NBA superstar Steph Curry’s off-court endeavors through his company Thirty Ink set to be the focus of the first such project.

“In an era where everything is time shifted or time delayed, sports is the one sort of appointment type viewing — that and the live market, by the way — so you have to be engaged,” says Max Meyers, VP & senior executive producer of strategic verticals & audience development, in an interview. “And that has inflated the value of these franchises, and there...