Rebrand Alert: ESPNnetworks.com Is Now WatchESPN.com

ESPN is renaming the online access point for its authenticated networks, ESPNnetworks.com, to WatchESPN.com. WatchESPN.com mirrors the WatchESPN app currently available to smartphones and tablets via the Apple iTunes store and the Android Market.

In an effort to publicize the newly renamed service, ESPN has launched a new ad campaign featuring the WatchESPN Cowboy, first made popular when ESPN introduced the app in April of 2011.  In a series of spots, the Cowboy illustrates that, even if away from home, fans do not have to miss their favorite live sports. (Click to watch first and second spots.)  Wieden+Kennedy New York was the creative agency for the campaign.

The WatchESPN app and WatchESPN.com provide authenticated access to ESPN, ESPN2, ESPN3, ESPNU, ESPN Buzzer Beater and ESPN Goal Line to subscribers who receive their video subscriptions through Time Warner Cable, Bright House Networks or Verizon FiOS TV.