July 17, 2017 – AT&T Sports Networks and Troika, Inc. announced today that the company’s regional sports network brand – ROOT SPORTS® – has rebranded as AT&T SportsNetSM in the Pittsburgh, Rocky Mountain and Southwest regions.
“We have always brought an authentic and personal level of coverage to all of our teams, because as fans, we also know the history and feel the rivalries,” said Bill Roberts, head of content for AT&T Sports Networks. “And while we have that same commitment to quality, this rebrand will help us heighten the experience as we transform our visual effects capabilities further.”
The rebrand, executed in collaboration with strategic branding and marketing agency Troika, includes a more iconic graphics package, bringing in a mixture of photography and animation to replace the purely animated ones used before. In addition, the new AT&T SportsNetSM logo includes the iconic AT&T globe and signature blue.
“We have a history of bringing insider access and compelling sports coverage into our fans homes and that will continue. But we have had the same visual effects since 2011, so with this rebrand and new graphics packages, we’re excited to bring a new look and features to our teams and their fans for a truly immersive feel,” said Patrick Crumb, president of AT&T Sports Networks.
“It was an ideal collaboration for us to work with the AT&T SportsNetSM team, who looked to challenge the norms and re-set the bar for delivering amazing experiences for fans,” said Gil Haslam, creative director at Troika, Inc. “We developed the ‘Fan Connection’ concept to drive the visual identity, generate deeper connections to home teams and cities, and heighten the fan experience.”
The new AT&T SportsNetSM brand promises to keep the same authentic local sports coverage while pursuing more enhanced storytelling. As always, the network continues to be a trusted connection to our teams, players, sponsors, and viewers.
ROOT SPORTS® –Northwest Region will not change its name. It will remain under the ROOT SPORTS brand and continue to be the television home of the Seattle Mariners, Seattle Seahawks, Seattle Sounders FC, Portland Timbers, Gonzaga Bulldogs, Big Sky Conference and Mountain West Conference.
About AT&T Sports Networks:
AT&T Sports Networks operates AT&T SportsNetSM and ROOT SPORTS® regional sports networks in the Northwest, Pittsburgh, Rocky Mountain and Southwest regions. The four networks reach households across 22 states and own exclusive rights to produce and distribute live events from more than 25 teams and conferences. AT&T Sports Networks is a subsidiary of AT&T.
About Troika, Inc.
Troika, Inc., a strategic branding and marketing agency, partners with the world’s leading brands to build meaningful experiences for audiences and fans. The agency combines the power of design and strategic thinking to deliver the most innovative solutions for clients, such as UFC, Riot Games, Hulu, Warner Bros., Turner, CBS, Starz, Topgolf and Pechanga Resort and Casino. Troika, Inc. is a subsidiary of Troika Media Group, Inc. For more information, visit www.troika.tv.