Mouse Extra

It appears Disney’s Wide World of Sports is about to undergo a major change, as Disney finally puts the mega-popular ESPN brand name to its proper use in the theme parks.   According to a press release this morning, the complex will undergo a complete rebranding.  You can read the entire press release here.

Aligning the world’s No. 1 family vacation destination with the worldwide leader in sports, Walt Disney World Resort and ESPN are joining forces to re-brand Disney’s Wide World of Sports Complex with the ESPN brand, creating an entertaining and immersive experience for the nearly 2 million athletes, coaches and spectators who come through the Disney sports complex each year.

Plans for the re-branding initiative – which was announced today during the ESPN upfront presentation to advertisers and sponsors – are still in the development stage, but initial concepts involve renaming the sports complex and incorporating the signature elements of ESPN throughout the 220-acre facility, which is a leading venue for amateur and professional sports in the country.  The project aims to enhance the experience of both athletes and spectators by connecting them to their favorite ESPN programs, personalities and elements.  It also will provide advertisers new sponsorship opportunities at the grass roots level.

It is somewhat unusual for Disney to be so upfront with things that are still at the “developmental stage”.  Usually they let it orbit the rumor world for a few months and then offer the details when they are good and ready.  Despite the longwinded press release, there is little here that says much more than a new name.  Could that really be all there is to this project?  Perhaps, but they seem to be hinting here to much more.

For one thing, I believe there still is an All Star Café over at that complex.  I can’t imagine ESPN would want a direct competitor to its own line of restaurants within their new digs.  Could this be the place where Disney puts the giant-sized flagship ESPNZone?