EXPN.com, ESPN’s action sports website has rebranded and relaunched tonight as ESPN Action Sports and has now been integrated onto the main ESPN website. I don’t really have a whole lot to say about this matter. Personally, I liked EXPN as a stand-alone brand better. It helped separate it, even if only a little, from the big corpo giant and mainstream sports. Football and skateboarding news just don’t mix and neither does baseball and surfing.
Here’s the bottom line. This is just a move to boost viewership to their action sports content. Which, from a business perspective makes complete sense and would be expected. But it does nothing to improve on the unauthentic content ESPN is putting out around action sports. Which, is the first area they should work on improving if they want to be taken serious. And until they do, I’ll continue consuming content from people who actually ride, not the suits chillin’ behind their desks on Madison Avenue.
Posted by Cameron on Monday, January 5th, 2009 in Brands.