ESPN steps to the plate with MVNO

Cable sports network ESPN will launch its own branded wireless phone service next year, reportedly the first in a series of mobile virtual network operator (MVNO) services planned by its corporate parent, The Walt Disney Co.

According to today’s announcement, the service, dubbed ESPN Mobile, will begin operations in 2005 over Sprint’s national network. In addition to voice service, ESPN Mobile will tout applications including sports news and information, commentary and analysis, and streaming audio and video, as well as more traditional wireless apps like ringtones, graphics and photos. ESPN Mobile will additionally sell ESPN-branded handsets, accessories and applications.

ESPN’s entry into the MVNO market has been the subject of much speculation for the last year, during which time the cable network has been working in tandem with management consulting firm AT Kearney in preparation for ESPN Mobile’s launch. “The timing is simply down to the time it takes to establish an MVNO contract with a carrier and to put together back office support,” said AT Kearney vice president and Wireless Practice leader Andrew Cole. “A tremendous amount has to take place before you make everything happen.”

Since its 1979 inception, Bristol, Conn.-based ESPN has spawned seven domestic television networks, 25 international networks, ESPN Radio, five Internet sites, ESPN The Magazine and a slew of videogames. Programming extends to 65 different sports, including NFL, MLB and NBA coverage. ESPN’s daily “SportsCenter” newscasts count viewership in excess of 88 million U.S. homes each month.