FuboTV, the popular virtual multichannel video programming distributor (vMVPD), has rebranded its name to simply “Fubo.” The name change represents a new focus on efficient growth and reflects the company’s expanding size and scope since its launch in 2015. FuboTV reported 1.44 million North American subscribers at the end of Q4 and 251,000 net subscriber additions during that period, reaching $1 billion in global annual revenue for the first time.

According to Fubo Co-Founder and CEO David Gandler, “our consumers have affectionately shortened our name to Fubo, and we feel that name represents the premium media brand we are today.” The company unveiled a new multi-platform marketing campaign in partnership with Maximum Effort, a production company led by actor Ryan Reynolds, called “If Sports Fans Built a Streaming Service.”

The campaign showcases a series of 15 and 30-second national spots and digital display ads featuring former NBA player Kevin Garnett and veteran NFL quarterback Mark Sanchez. The commercials highlight various features of Fubo’s service, such as the My Stuff page and the company’s top ranking in J.D. Power’s Customer Satisfaction among Live TV Streaming Providers report.

FuboTV’s partnership with Maximum Effort last summer includes a blind scripted deal for the forthcoming Maximum Effort linear channel, and Fubo has the ability to obtain third party financing for the channel’s original content. FuboTV’s Head of Fubo Networks and Originals, Pamela Duckworth, stated that the company’s new brand campaign demonstrates “what sets Fubo apart as a must-have for sports fans.”

While FuboTV’s recent addition of Bally Sports regional sports networks to its lineup was followed by price increases to its subscription plans, the company faced some setbacks last month. Fubo lost access to a number of CBS local channels after some CBS affiliates decided to opt out of an existing carriage agreement between Paramount and vMVPDs. However, reports of a new carriage deal from Paramount suggest that CBS affiliate stations may eventually return to Fubo.

FuboTV’s rebranding and marketing campaign reflect the company’s continued growth and expansion in the competitive streaming marketplace, particularly among sports fans. By partnering with Maximum Effort and showcasing the unique features and services of its platform, Fubo is positioning itself as a must-have for those seeking a cable/streaming hybrid experience.

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