FuboTV Rebrands as Fubo With Assists From Investor Ryan Reynolds, Kevin Garnett and Mark Sanchez

variety.com:

Todd Spangler NY Digital Editor As it tries to reverse a tide of red ink, FuboTV is rebranding its internet pay-TV service Fubo — and the company unveiled a new brand campaign co-produced with Maximum Effort, the advertising and production company headed by Ryan Reynolds, who’s an investor in Fubo.

Fubo’s new nationwide ad campaign features NBA champion and Hall of Famer Kevin Garnett (pictured above) and former NFL quarterback Mark Sanchez, with the tagline, “If Sports Fans Built a Streaming Service.” The multiplatform campaign comprises a series of 15- and 30-second TV spots and digital display ads.

Maximum Effort, co-founded by Reynolds and George Dewey, owns $10 million worth of shares in Fubo under a multiyear, first-look deal for unscripted content the production company inked with Fubo. “The reason Maximum Effort believes in Fubo is [because] 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,” Reynolds said in a statement. “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.” Fubo’s primary competitors are YouTube TV (which last week announced a 12% price hike) and Disney’s Hulu + Live TV.

As of the end of 2022, Fubo reported 1.445 million subscribers in North America, gaining 214,000 in the fourth quarter and increasing 29% year over year.