“Since our first live stream in 2006, we have been obsessed with the drive to give underserved sports the love they deserve,” said Mark Floreani, CEO and co-founder of FloSports. “We live and breathe the sports we cover. It is time for our brand identity to fully represent the competitive spirit that is core to our DNA.”
The rebrand sets out to ignite a feeling of passion that transcends across all 20+ sites and resonates with sports fans. The logo—deemed “the hawk"—depicts the forward-leaning stance of an athlete in motion.
“FloSports is a great example of a fan-centric brand,” said Dan Pappalardo, founder and president of Troika, the brand and creative agency partner on the initiative. “Together, we created a brand identity system that celebrates the intense passion of the diverse communities unified under the FloSports brand.”
The timeline for the rebrand was deliberate, the company says. It launches as FloSports subscriber base continues to rise—a 125 percent year-over-year increase—and as the digital media company expands its live coverage.
It also launches alongside the release of its Android app, which gives subscribers more ways to stream their favorite sports.
“We are continuing to see a shift in viewership from desktop and mobile browsers to mobile and TV apps,” Floreani said. “Through our apps, we give consumers a superior viewing experience and easy access to all of the live events we cover.”
FloSports will soon release casting support, allowing consumers to cast live events from the mobile devices to LG, Samsung and Vizio TVs, Roku and Fire TV.