FuboTV rebrands as Fubo

FuboTV, the sports-first live TV streaming platform, is rebranding its consumer-facing products as Fubo.

Photo: Maximum Effort

The rebrand coincides with the launch of the company’s newest brand ad campaign. The nationwide campaign stars 15-time NBA All-Star, NBA Champion and Hall of Famer Kevin Garnett and veteran NFL quarterback Mark Sanchez and is co-produced by Ryan Reynolds’ Maximum Effort Productions.

Launching amid the World Baseball Classic and the start of the Major League Baseball season, Fubo’s new brand ad campaign is framed by the line, “If Sports Fans Built a Streaming Service.”

The company said the rebrand to Fubo reflects the company’s emphasis on efficient growth. It said that Fubo was the fastest-growing virtual MVPD in the fourth quarter 2022, achieving 251,000 net subscriber additions.

The co-production with Maximum Effort is part of a multi-year partnership with Fubo. The deal includes the forthcoming launch of the Maximum Effort Channel, a linear network on Fubo, as part of an exclusive first-look for unscripted TV series as well as a blind scripted deal.

“FuboTV has grown in size and scope, with multiple brands under our global umbrella, since we launched our core cable TV replacement product in 2015. Alongside our continued growth, our consumers have affectionately shortened our name to Fubo and we feel that name represents the premium media brand we are today. We’re building on this momentum with an updated visual identity and new ad campaign, created in partnership with Ryan Reynolds’ Maximum Effort, to continue to drive profitable growth as we head into baseball season,” said David Gandler, co-founder and CEO, Fubo.

“The reason Maximum Effort believes in Fubo is it’s the one product that captures the best of cable and the best of streaming, while having the very meaningful differentiator of live sports. While cable fights cord-cutters and streaming services fight the cash content war, Fubo is building an experience and suite of services that can win,” said investor Ryan Reynolds.

The new brand logos will roll out across Fubo’s products and apps over the coming months.