From Sega Retro
During the 1990s and early 2000s, Sega Sports branding was given to video games made by Sega which fell within the sports genre (though during the years of the Sega Saturn, vehicle racing games could also qualify), similar to Electronic Arts' EA Sports label. Appearing in 1993, the brand lasted ten years before being phased out during 2003, presumably because Sega were no longer in the hardware business and were cutting back on game production.
Sega had been producing sports games before the Sega Sports brand came into effect, and still produce sports games to this day (though NBA, NHL and NFL 2K series are now handled by 2K Games).
Games with Sega Sports Branding