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Follow UsThe renamed ESPNCricinfo.com has also been redesigned to make content more prominent and easier to locate
Sports entertainment company, ESPN has rebranded its cricket site, Cricinfo.com to ESPNCricinfo.com. The site was acquired by ESPN from the Wisden Group in June 2007.
This is not the first time that the brand name has been prefixed to an acquired website. In 2008, ESPN rebranded Scrum.com, a rugby news website it had acquired in August 2007, to ESPNScrum.com.
In an e-mail response to afaqs!, Premdeep Gangadharan, senior general manager, marketing, ESPN Digital Media, says, “We want to leverage both the ESPN and Cricinfo brands. In markets where the Cricinfo brand is not as strong as the ESPN brand, this rebranding will help us to familiarise Cricinfo. And in markets where the Cricinfo brand is strong, like India, it will help the company to identify the brand as being part of ESPN.”
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Apart from rebranding, ESPN has also redesigned Cricinfo.com to make the availability of content, created by the editorial team of ESPN, more prominent and easier to locate. “ESPN creates 90 per cent of the content available on Cricinfo.com on its own,” says Gangadharan.
The presentation of the content has been changed from a single-column layout to three columns. The videos, which were tough to discover earlier, have been made available upfront on the homepage.
The redesign is also aimed at increasing the stickiness of the website. In line with this, ESPN has begun offering more related links with every cricket article published on the site. The company expects that users will click on the related links and stay on the site for longer.
Have advertising options been widened as well? Gangadharan says, “The advertising options will remain the same. However, with the new layout, ads will now get smarter placement and enhanced integration with the content. As a result, the existing ad slots will generate more impact for advertisers.”
ESPN will promote the rebranded and redesigned version, ESPNCricinfo.com, through its digital and traditional media properties across the globe. The social networking sites, Orkut, Twitter and Facebook, will also be used to create buzz.
ESPN claims that the website receives more than 13 million unique users and 600-650 million page views globally every month.
