NBC is hoping a sport it says has a "rabid and growing fan base" will catch on with U.S. viewers.
According to The Hollywood Reporter, NBC Sports and Universal Sports will air more than 15 hours of live coverage of rugby from the USA Sevens Rugby tournament in Las Vegas this weekend.
The article says this marks the first time the event will be aired live on U.S. network TV.
The broadcast has attracted blue-chip marketers such as Subway, Toyota, ADT and Bridgestone, the article points out.
While NBC Sports programming chief Jon Miller wouldn’t predict what type of ratings the broadcast would draw, he said, "We are optimistic we will get an audience." He added that the game "has a rabid and growing fan base, and it looks great on TV, because of all the speed and action," the story notes.