[TopChed]

Setanta to Rebrand as Sportsnet World

The Globe and Mail has reported that Setanta Sports Canada will rebrand as Sportsnet World this fall. The rebrand comes months after Rogers acquired 100% of the channel. Previously Rogers had only owned 53% of the channel, with Setanta Ireland owning the rest. This move also comes just months after The Fan radio stations in Calgary and Toronto were rebranded as Sportsnet Radio and just a couple months before the first issue of Sportsnet Magazine is set to hit newsstands.

This move will probably result in more synergy between the two networks. In the past Sportsnet produced Setanta Connected, a morning highlights show, and Soccer Central Thursday for Setanta. Now, they will probably produce more shows for the channel, with an increased presence for Soccer Central personalities. This could include Soccer Central personalities doing pregame and halftime reports on Setanta’s Premier League and Champions League broadcast. Since Rogers acquired the channel, it and Sportsnet have split rights to the CONCACAF Gold Cup. This could happen for more events, possibly including rugby and Indian Premier League cricket.