Sports programming on ABC Sports now branded ESPN

ESPN announced that, with the debut of ABC’s college football season, it would become the overarching brand for all sports programming carried on the ABC Television Network beginning on Saturday, Sept. 2.

This new strategy will include all aspects of production, including the use of ESPN’s on-air look, graphics and branding.

George Bodenheimer, president of ESPN Inc. and ABC Sports and co-chairman of Disney Media Networks, said ESPN has been “infused with ABC Sports’ history of innovation, and is committed to building upon that legacy as we continue to serve fans and our partners more effectively through ESPN on ABC.”

All promotional activities supporting sports programming on ABC will direct fans to the ABC Television Network. Once fans tune in they will see ESPN’s signature graphic look, including score updates, ESPN signage (microphone flags, sets, etc.) and more. The ABC Network watermark designation will be consistently displayed in the lower right-hand-corner of the screen.

The strategy will include the first-ever prime-time college football series on broadcast television, “Saturday Night Football,” which will begin on Sept. 2 on ABC at 8 p.m., featuring Notre Dame at Georgia Tech.

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