In the midst of a busy sports season, companies such as Roku and Spectrum Reach are looking to simplify audience viewing by making it easier for sports fans to find exactly what they need in an increasingly fragmented media landscape.This content discovery push follows a platform update by Roku. On May 27, the streaming company rolled out its first significant Home Screen overhaul in more than a decade across its base of more than 100 million households. The update features modified layout structures, a collapsed menu and centralized hubs to help users sort available programming.Building on this interface change, Roku announced a partnership with the National Hockey League (NHL) to launch the NHL Zone, a new destination presented by GEICO, within the Roku Sports experience. Ahead of the 2026 Stanley Cup Final, which airs June 2 at 8 p.m. ET on ABC, the NHL Zone will serve as a hub on Roku for NHL national and regional games based in the user’s area. It will also include access to the NHL FAST channel where fans can access everything from scores to highlights. “With NHL Zone, we’re making it easier than ever for hockey fans to get straight to what matters most, plus so much more, all in one place,” Joe Franzetta, head of sports at Roku Media, said in a statement. “At Roku, we always put viewers first, giving them a clear, simple destination for all their favorite channels and platforms, game highlights and recaps, and all the other great programming offered by Roku.”“We’re thrilled to expand our partnership with Roku, first with the NHL FAST channel and now NHL Zone, as we continue to create new and innovative ways to serve our passionate fans,” David Proper, NHL chief media officer, added. “NHL Zone provides NHL fans with a go-to destination for Roku users to discover all the exciting NHL action offered on Roku and from our rightsholders.”Just in time for the 2026 FIFA World Cup, which kicks off June 11, Roku also announced a partnership with Fox One, the official English-language streaming partner of the tournament, to launch Soccer Zone, which will serve as a hub for live games, scores and match reminders. Fans will also be able to follow tournament top goal scorers and assist leaders as well as their preferred teams. The Soccer Zone will also feature free, ad-supported content from FAST channels, including Fox Sports and FIFA+, and it will be available in the U.S., Canada, Mexico, Brazil, Colombia, Argentina and the U.K.Spectrum Reach, the advertising sales and marketing arm of Charter Communications, is also reaching sports fans in a different way. To highlight a Xumo Stream Box feature to help audiences quickly find live sports, Spectrum Reach launched the “Where’s My Game?” campaign. The latest 30-second commercial stars New England Sports Network’s Tom Caron and Lou Merloni as Caron attempts to find the Boston Red Sox game.Previous commercials featured a spot during the NCAA March Madness tournament, which starred CBS’ Ian Eagle and Bill Raftery; a commercial with actor and comedian Larry David and Michael Kay with the New York Yankees and YES Network; and a Los Angeles Dodgers-themed commercial with manager Dave Roberts. Meanwhile, ahead of the 2026 FIFA World Cup, Spectrum Reach released an inaugural FIFA World Cup Sentiment Survey to show how and where fans plan to watch the tournament and what exactly is driving their engagement.The research found that the majority (83%) of survey respondents plan to watch at least one match this summer, while 79% of fans surveyed prefer watching at home, with 93% planning to use pay TV or streaming.The survey also found that 68% of respondents agree that brands aligning with the World Cup create a connection with fans. Nearly 70% plan to make a World Cup-related purchase, with 57% planning to spend at least $100. More than 90% are expected to buy branded apparel, souvenirs or merchandise, according to the research.