Rogers Communications (NYSE:RCI) has announced new multi-year agreements with Comcast-owned NBCUniversal and Warner Bros. Discovery, aiming to bolster its sports and entertainment offerings in Canada.

The telecom giant disclosed these strategic partnerships on Monday, highlighting its initiative to attract a more reliable and loyal audience in the face of increasing competition.

Starting in September, Rogers will introduce NBCUniversal's Bravo channel to its Canadian viewers and will hold the English-language content rights in Canada.

From January 2025, Rogers will also gain access to popular brands from Warner Bros. Discovery, including HGTV and The Food Network.

These partnerships are part of Rogers' broader strategy to enhance its investment in original content and independent production over the next decade.

While the financial specifics of the deals remain undisclosed, Rogers noted its significant commitment to Canadian content, with a $6.9 billion investment over the past ten years.