ESPN expands global reach with channel rebranding

LONDON: ESPN is extending its presence in Europe and the Middle East with the rebranding of a channel dedicated to American sports.

North American Sports Network, which was bought by the US cable network last year, will become ESPN America on Feb. 1 2009, Super Bowl on Sunday.

That showpiece event will only be available in limited markets due to rights issues, but ESPN said it can show live coverage from Major League Baseball, the National Hockey League and the National Football League.

"The announcement of our first ESPN-branded live television channel in Europe is a momentous day for the company," said Lynne Frank, a senior ESPN vice president.

"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 ESPN brand first arrived in Europe in 2002 with the launch of ESPN Classic, showing archived sports action. In addition to pan-European and Middle East versions, France, Italy and Britain have their own channels showing content unique to their countries.

ESPN is also considering challenging British Sky Broadcasting for English Premier League football rights starting with the 2010-11 season.

ESPN is 80 percent owned by ABC, a subsidiary of the Walt Disney Co.