AT&T Rebranding Three ROOT Sports RSNs as ‘AT&T SportsNet’ in July

ROOT Sports Pittsburgh, Rocky Mountain, and Southwest will get new names; the Northwest regional will retain its moniker

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AT&T Sports Networks has announced plans to rebrand its ROOT Sports Pittsburgh, Rocky Mountain, and Southwest regional sports networks as AT&T SportsNet next month. However, ROOT Sports Northwest, which is majority-owned by the Seattle Mariners, will not change its name and will retain the ROOT Sports branding. AT&T acquired all the RSNs as part of its purchase of DirecTV in 2015.

“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,” says Bill Roberts, head of content, AT&T Sports Networks. “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.”

The rebrand will include a new graphics package, bringing in a mixture of photography and animation to replace the purely animated ROOT Sports packages used previously. In addition, the new AT&T SportsNet logo will include the iconic AT&T globe and signature blue.

The new logo and visuals will be gradually introduced into the Pittsburgh, Rocky Mountain, and Southwest markets through off-channel and promotional efforts beginning immediately. The on-air transition will take place on July 14.

“We have a history of bringing insider access and compelling sports coverage into our fans’ homes, and that will continue,” says Patrick Crumb, president, AT&T Sports Networks. “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.”

When the networks officially transition to AT&T SportsNet, all the existing team partnerships and programming will remain intact. ROOT Sports Northwest, in which the Mariners hold a 60% stake as a result of a rights deal signed in 2013, will retain the name and serve as the television home of the Seattle Mariners, Seattle Seahawks, Seattle Sounders FC, Portland Timbers, Gonzaga Bulldogs, Big Sky Conference, and Mountain West Conference.