Sports-centric live over the top (OTT) multi-channel pay-TV streaming service Fubo TV has streamlined its name to just “fubo,” as part of a national ad campaign for the OTT streaming service.

Fubo’s nationwide ad campaign will star sports celebrities Kevin Garnett, an NBA Hall of Famer, and Mark Sanchez, former quarterback of the USC Trojans and New York Jets football teams. The media blitz will use the tagline, “If Sports Fans Built a Streaming Service.”

The multi-platform campaign, which was developed by Maximum Effort, the ad agency that is co-owned by actor Ryan Reynolds, will include 15- and 30-second TV spots and digital display ads. According to a report on Variety, Maximum Effort owns $10 million worth of fubo shares.

Fubo is competing for cable cord-cutters and others against services like YouTube TV, Sling TV and hulu + Live TV using a package of popular cable network channels skewed heavily toward sports, including channels that bring live games to streaming.

However, streaming competitors have stepped up their sports delivery game in recent months, including YouTube TV, which late last year won the popular NFL Sunday Ticket out-of-market game package away from DirecTV, the package’s longtime exclusive provider.

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Fubo reported having 1.445 million subscribers in North America at the end of 2022, but has struggled with profitability.

In a blog statement on the new marketing effort Fubo said: “The rebrand to Fubo reflects the company’s emphasis on efficient growth. Fubo was the fastest-growing virtual MVPD in the fourth quarter 2022, achieving 251,000 net subscriber additions compared to a total of 371,000 additions amongst all reporting companies in the space. Fubo’s growing market share, coupled with its recent #1 ranking in Customer Satisfaction among Live TV Streaming Providers by J.D. Power, is a result of its commitment to delivering a premium customer experience.”

“FuboTV has grown in size and scope, with multiple brands under our global umbrella, since we launched our core cable TV replacement product in 2015,” said David Gandler, co-founder and CEO, Fubo. “Alongside our continued growth, our consumers have affectionately shortened our name to Fubo and we feel that name represents the premium media brand we are today. We’re building on this momentum with an updated visual identity and new ad campaign, created in partnership with Ryan Reynolds’ Maximum Effort, to continue to drive profitable growth as we head into baseball season.”

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By Greg Tarr

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