In a branding shift for all things media, FuboTV -- the sports-focused virtual pay TV service -- is changing its name to just Fubo.

This will be pushed by a national brand ad campaign produced by Ryan Reynolds Maximum Effort group, featuring former NBA player Kevin Garnett, and former NFL player Mark Sanchez.

“Alongside our continued growth, our consumers have affectionately shortened our name to Fubo and we feel that name represents the premium media brand we are today,” says David Gandler, co-founder and CEO, Fubo.

Gandler adds that the new ad campaign was created in partnership with Maximum Effort, “to continue to drive profitable growth as we head into baseball season.”

The campaign, “If Sports Fans Built a Streaming Service,” will run nationally across sports and entertainment content, during the World Baseball Classic and start of the Major League Baseball season.

This comes as Fubo has forged a multi-year partnership with Maximum Effort Productions. Reynolds is an investor in Fubo.

Fubo closed 2022 with 1.5 million subscribers in North America, with revenue up 36% in the fourth quarter to $312.1 million, netting more than $1 billion in revenue for all of 2022. FuboTV had a net loss of $95.9 million in the period, and a full year net loss of $561.9 billion.

Fubo’s stock was up 6% in early morning Tuesday trading to $1.16. Year-to-date, the stock is down 31%, and 85% down over the last 12 months.

Fubo touts 175 live sports, news and entertainment networks including “every Nielsen-rated sports channel.”

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