From February 1, 2009, the channel will continue to provide its current lineup of North American sports programming but will adopt the ESPN brand - two years after it was acquired by the Disney-owned sports network.
"The announcement of our first ESPN-branded live television channel in Europe is a momentous day for the company," said Lynne Frank, senior vice president and managing director of ESPN in Europe, the Middle East, and Africa. "ESPN America’s programming lineup is unparalleled in the region, and will serve fans of North American sports throughout Europe and the Middle East. Our business continues to grow."
The rebranded channel will sit alongside ESPN Classic and ESPN's growing range of online properties including sites about cricket, football and rugby.
"ESPN America’s new brand identity will combine the heroics and drama of American sports," said Mike McKibbin, ESPN group marketing director for EMEA. "It celebrates the virtues required to excel at these sports, and identifies the athletes’ status as heroes in the eyes of the fan. The channel will consistently deliver unrivalled quality in broadcasting coverage, strengthened by ESPN’s innovation, creativity and position as the worldwide leader in sports. American sports are unique, and ESPN America is the definitive place to watch them."