ESPN goes with ‘plus’ branding for streaming service

Following ESPN’s announcement it will launch its standalone streaming service April 12, the network also unveiled the name and branding for it.

The network opted to name the service “ESPN+” which is read as “ESPN plus.”

The stylized version of the name can be a bit clunky, especially when it comes to social media handles and hashtags — since most services won’t allow the “+” symbol in these (the hashtag “#ESPNPlus,” with the word “plus” spelled out, began appearing on Twitter shortly after the announcement).

For a logo, the network kept its iconic stylized “ESPN” lettering but added a gold “+” symbol that is slightly angled to match the slant of the main logotype.

ESPN already offers a “Watch ESPN” service, but it requires an existing cable subscription to view and is centered around live streams of the network’s current programming. 


ESPN+, which will be integrated into the network’s existing apps, will allow users to pick from a select pool of games, stream a selection of live events and games, as well as provide “high-quality original shows and films, exclusive studio programs, and an unmatched on-demand library,” according to the announcement.

Users do not need a cable subscription to subscribe to ESPN+.

Notably, however, recent editions of “SportsCenter” and broad coverage of many U.S. professional sports won’t be available via the service at launch. 

The service is widely viewed as a glimpse into parent Walt Disney Company’s move into direct to consumer streaming, with Disney’s own entertainment streaming service slated for 2019.

Disney will also likely take a majority share in streaming subscription service Hulu as part of its purchase of key Fox properties. 

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