Comcast NBCUniversal may have scored an exit at online women's lifestyle brand PopSugar, although the firm was reported to have sold back at least some of its shares in 2009.

PopSugar, a US-based women’s lifestyle media brand potentially backed by mass media group Comcast NBCUniversal, was bought by digital media holding company Group Nine Media for an undisclosed sum on Monday.

The deal comes in the wake of a corporate-backed $50m round for Group Nine in September 2019 that was earmarked for strategic acquisitions.

Founded in 2006 as Sugar Publishing, PopSugar runs an online news portal anchored by celebrity, lifestyle and fashion-oriented articles. It also provides software tools enabling…