Disney World rebranding sports complex to ESPN


The Orlando Sentinel reports that Walt Disney World is going to transform its “Wide World of Sports” venue to carry the new name “ESPN Wide World of Sports Complex.” The 220-acre attraction within the Disney World complex will also get a facelift, including lots of new electronics and HD screens.

“Perhaps the most surprising aspect of the pairing is that it didn’t happen sooner. ESPN is among the most profitable businesses in the Disney Co., which has a long history of cross-pollination between its broadcast and movie studios and its theme parks,” wrote Jason Garcia in the newspaper story.

Opening of the revamped sports complex is slated for February 25, 2010. Click here to read the Orlando Sentinel story with lots more details.

RBR-TVBR observation: Makes perfect sense to us. ESPN is the number one brand in sports, bar none. It is so powerful that ABC Sports no longer exists, but is ESPN on ABC. Drawing sports fans to what is already one of the biggest family tourist destinations in the world seems to be a no-brainer.