Skip to main content
The Official Site of the Pittsburgh Penguins

DIRECTV Sports Networks Will Rebrand FSN Pittsburgh, FSN Northwest, FSN Rocky Mountain in Spring 2011

by Staff Writer / Pittsburgh Penguins
DIRECTV Sports Networks announced today that the company’s three regional sports networks – FSN Pittsburgh, FSN Northwest and FSN Rocky Mountain (with sub-region FSN Utah) – will introduce a new brand identity to become ROOT Sports™ in Spring 2011.

The new ROOT Sports brand has been in research and development for more than a year and represents the company’s mission to serve its regional sports fans and team partners above and beyond that of a television provider and to establish itself as the nation’s premiere regional sports brand.
“This rebrand effort is an incredible opportunity for our company to establish a clear, consistent and exciting brand identity for our key stakeholders and viewers,” said Mark Shuken, President and CEO of DIRECTV Sports Networks, parent company of FSN Northwest, FSN Pittsburgh and FSN Rocky Mountain. “This process has been thorough and thoughtful and the ROOT Sports brand truly and accurately reflects the way we approach our business.  We are passionate fans, supporting our teams from beginning to end, and that mindset is what sets us apart from any other sports content provider.”
The ROOT Sports logo will be gradually introduced in to the Northwest, Pittsburgh and Rocky Mountain markets through off-channel and promotional efforts effective immediately while the on-air transition will take place at the start of the 2011 Major League Baseball season.
“The unique distinction of each of the three regional sports networks is that they can speak with the voice of the fan from a local, insider perspective and provide the opportunity to be part of something bigger,” said Geoff Walker, Vice President of Marketing for DIRECTV Sports Networks. “This approach creates an authentic product that is rooted and connected in the community, invested in its people and committed to providing the highest quality shared experience for its teams and their fans. This is the personality and attitude of ROOT Sports.”
The ROOT Sports logo will take on the challenge of that personality in the way it moves, sounds and embodies the spirit of the player and the soul of the fan. The “pennant notches” in the “R” and the “T” provide a symbolic reference to the sports fan and a unique mark for the brand that will be reflected throughout future materials. The color of the logo was chosen to represent the passion of the fan and the excitement of the shared experience sports provides.
When the networks officially transition to ROOT Sports, all of the existing team partnerships and programming will remain intact as will the distribution agreements with cable and satellite operators.
Shuken added, “It has been nearly three years since our businesses were under ownership of News Corp.’s Fox umbrella, so we feel it’s time to move in a new direction and support a brand that is entirely our own.”
View More