AT&T is rebranding Root Sports, its regional sports network that serves the Pittsburgh, Rocky Mountain and Southwest regions, as AT&T SportsNet.

The change will go into effect on July 14, 2017.

“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, in a statement. “And while we have that same undying commitment to quality, this rebrand will help us heighten the experience as we transform our visual effects capabilities further.”

AT&T said the rebrand will include a “more iconic” graphics package and a new AT&T SportsNet logo. The new logo and visuals will be gradually introduced through off-channel and promotional efforts, according to a news release.

“…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.

The new AT&T SportsNet is promising more “enhanced” storytelling and that all existing team partnerships and programming will remain intact.

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AT&T Sports Networks operates AT&T SportsNet and Root Sports RSNs in Northwest, Pittsburgh, Rocky Mountain and Southwest regions. The four networks combined reach just over 13 million households across 22 states.

For Root Sports Southwest, this will be the second rebrand in about three years. Formerly known as CSN Houston, AT&T rebranded it in November 2014 at Root Sports.