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The sports-first live streaming platform FuboTV has rebranded its consumer-facing products as Fubo.

According to the company, the move reflects its emphasis on efficient growth. It adds that Fubo was the fastest-growing virtual MVPD in the fourth quarter 2022, achieving 251,000 net subscriber additions compared to a total of 371,000 additions amongst all reporting companies in the space. Fubo’s growing market share, coupled with its recent number one ranking in customer satisfaction among live TV streaming providers by J.D. Power, is a result of its commitment to delivering a premium customer experience.

Commenting on the rebrand, David Gandler, co-founder and CEO, Fubo, said: “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”.

Investor Ryan Reynolds added: “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”.

Pamela Duckworth, head of Fubo Networks and originals, Fubo, said: “in a time with seemingly endless options, our new brand campaign shows what sets Fubo apart as a must-have for sports fans.

“We worked hand-in-hand with Maximum Effort to bring this concept to life and I’m extremely proud of the content we’re creating together”.