FuboTV teamed up with investor Ryan Reynolds and his Maximum Effort Productions to rebrand itself as simply Fubo, and launch a brand campaign around that fact just as the Major League Baseball season is getting started.

Using the tagline “If Sports Fans Built a Streaming Service,” the spots star NBA All-Star and Hall of Famer Kevin Garnett and NFL quarterback Mark Sanchez as well as a team of comic actors. The campaign gives the brand a fun and slightly edgy tone and stays in line with Fubo's original programming strategy of using athletes as content creators. Some of the spots also let viewers know that Fubo was recently ranked number-one in customer satisfaction among live-TV streaming providers by J.D. Power.

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In the fourth quarter of 2022, Fubo added 251,000 net subscribers compared to a total of 371,000 additions amongst all reporting companies in the space.

“FuboTV has grown in size and scope with multiple brands under our global umbrella since we launched our core cable TV replacement product in 2015,” said David Gandler, co-founder and CEO, Fubo, in a statement. “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. We're building on this momentum with an updated visual identity and new ad campaign, created in partnership with Ryan Reynolds' Maximum Effort, to continue to drive profitable growth as we head into baseball season.”

“The reason Maximum Effort believes in Fubo is it's the one product that captures the best of cable and the best of streaming, while having the very meaningful differentiator of live sports. While cable fights cord-cutters and streaming services fight the cash content war, Fubo is building an experience and suite of services that can win,” added Reynolds, also in a statement.

Later this year, Reynolds will debut Maximum Effort as a new channel on Fubo.