National Sports Journalism Center

"ESPN will rebrand its live sports centric Web property ESPN360.com as ESPN3.com starting on April 4," Mike Shields writes, adding that, "Executives at the sports media giant said that the name change reflects the way the company increasingly views the site, as a full-fledged third network that complements ESPN and ESPN 2." Shields quotes ESPN Executive Vice President Sales and Marketing Sean Bratches, "We have approached this as a network for years, and as users have become more accustomed to engaging with content across various screens, it made sense to make adjustments that reflect both the product’s and the industry’s evolution."