ESPN Re-Brands Upcoming Wireless Phone Service — “Mobile ESPN” Furthers ESPN’s Mission To Serve Fans Anytime, Anywhere

ESPN has announced new branding for its upcoming wireless phone service – Mobile ESPN – further differentiating itself in a dynamic wireless marketplace. Much more than a phone, Mobile ESPN is a mobile sports communication device and service that delivers ESPN anytime, anywhere. Originally called ESPN Mobile, the new name truly reflects the service’s ultimate mission—to literally serve avid sports fans with one-touch, real-time access to immersive and personalized sports content from ESPN.

Nationwide rollout of Mobile ESPN is set for Sunday, February 5. Limited online availability begins in time for the holidays at

“Mobile ESPN has defined a new wireless category, and with that, we are positioning the service and our marketing around the idea that life will never get in the way of sports again,” said Manish Jha, senior vice president and general manager of ESPN Mobile. “We’ve all had that Saturday afternoon commitment that kept us from the big game. This is more than a phone—it is like putting ESPN in your pocket.”

“We have taken our cues from the 97 million people who touch ESPN each week to create a wireless service model that is anything but traditional. That is why everything—from our unique content to our naming convention—goes above and beyond to ensure that our fans get the sports they want in a way that works for them.”

Mobile ESPN will operate as a mobile virtual network operator (MVNO) utilizing Sprint’s nationwide network for wireless voice and data service. It will take advantage of the Sprint EVDO (Evolution Data Optimized) service, which by year end is expected to be available to approximately 143 million people. By early 2006, when the national build-out is complete, Sprint’s EVDO service will be available in approximately 64 metropolitan areas. EVDO provides broadband-like download speeds, which enables extremely fast access to ESPN’s sports content, as well as fast Internet browsing, email access and downloads.

Mobile ESPN will offer customizable ESPN content—including real-time scores, breaking news, commentary and analysis; fantasy sports information and team management; audio and video programming; and MP3 audio playback capability—on unique ESPN-branded handsets.

About ESPN Mobile
ESPN Mobile is the division of ESPN Inc. devoted to extending the ESPN brand and content over the wireless medium. It includes two distinct business units:

Mobile ESPN – The first national wireless phone service provider targeted to sports fans, Mobile ESPN will offer unparalleled sports programming and entertainment from ESPN on unique ESPN-branded mobile handsets.

ESPN Mobile Publishing – Access to ESPN content from ESPN Mobile Publishing is available through licensing agreements with every major domestic wireless carrier, as well as internationally in Japan and Mexico. and ESPN Deportes also provide licensed content, including ESPN Soccer GameCast and an ESPN Deportes photo gallery.