Michelle Clancy | 14-08-2013
Coinciding with the launch of its Premier League coverage on Saturday, NBC Sports Network will significantly increase its efforts this week to gradually change the name of the network to NBCSN.
Starting with the Liverpool-Stoke City match (coverage begins at 7am EST on Saturday), NBC Sports Network will increasingly be referred to by commentators and within on-screen graphics as NBCSN. Viewers will see and hear NBCSN with greater frequency across all NBC Sports Group platforms and marketing initiatives in the months leading up to the 2014 Sochi Olympics in February.
"The high profile nature of our Premier League launch is the perfect platform to increase our campaign of branding NBC Sports Network as NBCSN," said John Miller, CMO at NBC Sports Group. "This is a natural evolution from the longer channel name to the acronym, as NBCSN is streamlined visually and a faster read."
Premier League coverage will feature NBCSN as its primary mark. By the Winter Olympics in February, the transformation will be complete, and the Games will be used to solidify NBCSN as the network's name and brand, he added.
The NBC Sports Network hallmark, a brand-identifying message shown at the start of programming blocks, is a promotional example of the evolution. This weekend, the hallmark will show and say NBC Sports Network, followed by a dissolve to the NBCSN logo and a NBCSN voiceover. Eventually, the hallmark will only include the NBCSN portion.
By February, NBC Sports Network, which was rebranded from VERSUS on 2 January 2012, will still be seen and heard occasionally, but with much less frequency.
In a testament to the growing popularity of European football in the United States, NBC Sports Group is plotting the most extensive and comprehensive coverage of the Premier League that the nation has seen to date. Coverage will continue throughout the season on the networks of NBCUniversal, on the Premier League Extra Time bonus TV package, and streamed on NBC Sports Live Extra. All 380 games from the season will be aired. Staggeringly, that's more than anywhere else on the globe (including the UK itself). All games will be preceded and followed by Premier League Live pre- and post-match shows from the NBC Sports Group International Broadcast Center in Stamford, Connecticut.