Report from CityNews Toronto
Beginning July 1, The Score will be rebranded Sportsnet 360, with a new logo, sets, animation package, and enhanced ticker that combines the look and feel of Sportsnet with familiar elements of The Score brand. The announcement was made today as part of Rogers Media’s 2013 Upfront presentation, in which the company reveals its programming lineup for the 2013-14 fall and mid-season.
Sportsnet 360 is the newest asset in the already robust Sportsnet lineup, which includes Sportsnet (Ontario, East, West, Pacific), Sportsnet ONE, Sportsnet World, Sportsnet World Online, sportsnet.ca, Sportsnet 590 The FAN, Sportsnet 960 The FAN and Sportsnet magazine. The channel complements Sportsnet’s other platforms with a distinct 360° offering of breaking news, highlights, scores, stats, analysis, and opinion, as well as live events. Today’s announcement marks another step forward towards Sportsnet’s goal of becoming the No. 1 sports media brand in Canada.
“All of the things that viewers of The Score have come to know and love will not change,” said Scott Moore, President of Broadcast, Rogers Media. “Sportsnet 360 will continue to offer the hard core sports fan highlights, stats, and scores across the broadest range of sports, but on a much larger scale. We’ll deliver a vast breadth of premium sports content in a fast-paced, energetic and entertaining manner – and the new name, logo and animation will embody this.”
The new Sportsnet 360 look will incorporate the red and blue colour scheme from the Sportsnet brand family with the familiar oranges and blues of The Score brand, with an arc through the 360 representing forward movement and energy.
The rebrand and all on-air elements were developed in-house by Rogers Media’s Creative Agency.
“Our cutting-edge logo and treatment will deliver a new and exciting look that represents the tone and edge of The Score combined with the strength and polish of the Sportsnet brand,” said Dean Bender, Vice President, Creative, Rogers Media. “One of the most exciting opportunities with the rebrand is enhancing the ticker, which is a staple for all hard core sports fans. We are exploring new technology that will incorporate all of the terrific current ticker features, and add to it in a more dynamic fashion.”
Through extensive market research, Sportsnet identified the Sportsnet 360 target viewer as a “paint your face” hard core sports expert that follows a wide range of sports (10-plus sports), is a heavy consumer of sports media, and regularly plays fantasy sports.
Sportsnet 360 will be integrated into the overall Sportsnet brand via cross-promotion and content sharing across Sportsnet’s additional assets on TV, radio, print, digital and social media. Sportsnet’s brand tagline, Fuelled By Fans, which builds on Sportsnet’s objective to fuel the passion of Canadians and provides one source that delivers sports fans what they want, whenever and wherever, will also be part of the Sportsnet 360 sub-brand.
As part of its current programming strategy, Sportsnet 360 will continue to deliver its own unique mix of programming and is the prime destination for breaking sports news, analysis and highlights. While some sports properties are shared with the additional Sportsnet networks, Sportsnet 360 is the home of exclusive content in Canada, including WWE, FIBA basketball, and the Vanier Cup.
Programming details and a robust marketing campaign will be unveiled in the coming weeks leading up to the launch of Sportsnet 360 on July 1.
Sportsnet 360 will continue to operate out of the station’s studio on King Street in Toronto’s downtown core, with support from the extended Sportsnet and Rogers Media family.