ESPN Becomes The Lead Brand For All ABC SPORTS Programs

(From Sports Business Daily)

"ESPN ON ABC" will become the overarching brand for all sports programming on ABC beginning September 2nd.

The change will apply to all aspects of production, including on-air look, graphics and branding.

All promotional efforts supporting ABC's sports programming will direct viewers to ABC, but ESPN graphics, score updates and signage will appear on screen.

ABC's watermark designation will still be displayed.

ESPN/ABC SPORTS President GEORGE BODENHEIMER said the cost of the branding change was "not significant at all" and added, "We are focusing on specific growth brands. We had a beautiful choice between the two, but the stronger one in sports is ESPN. The avidity with the fans, looking forward for the next 10-15 years, that growth is going to be with ESPN."

ESPN recently conducted a survey of 1,000 viewers that showed sports fans see ESPN as the most prominent brand in sports TV.

When asked what the change means to the average fan, Bodenheimer said, "People like ESPN and we're expanding their opportunity to view it.

THE HOLLYWOOD REPORTER's PAUL GOUGH writes the move to rebrand ABC SPORTS under ESPN "wasn't a shock to many in today’s sports industry."

ABC SPORTS has been folded into ESPN "beginning with the integration of the sales departments" and the naming of Bodenheimer to head both entities in 2003.

ABC SPORTS programming and production were put under ESPN last year, and "since then it has been the name that is the only thing that remained of ABC SPORTS."

In Houston, DAVID BARRON writes of the rebranding,
"It's as if the legacy of ROONE ARLEDGE, JIM McKAY, CHRIS SCHENKEL, DICK EBERSOL, JIM SPENCE, DON OHLMEYER, BILL FLEMING, KEITH JACKSON and HOWARD COSELL has been erased."

Former ABC SPORTS executive STEPHEN SOLOMON said that ESPN "reached out over the past couple of days to former ABC SPORTS executives to inform them" of the change.

Solomon -- "I certainly understand what they are doing.
But it's hard to see that great history fade away."

Ebersol said, "My heart just weeps for Roone's legacy."

Jackson, who has retired from ABC, added, "It was inevitable.
A lot of people worked to make ABC what it was, and they deserve more than to have their legacy callously tossed aside."

Former ABC MONDAY NIGHT FOOTBALL analyst
FRANK GIFFORD, "The tail took over the dog."

But former CBS SPORTS President NEAL PILSON said,
"Roone could never have anticipated the media world of 2006. If he had or if he was alive today, I think he would support the move because of the power of the ESPN brand."

Bodenheimer noted, "Just because we're focusing on ESPN doesn't mean a lack of respect for what ABC built."