In a press release, Fubotv/connect co-founder and CEO David Gandler said everyone calls the service “Fubo” anyway. Also, the company sees itself as a premium media brand and not just a streaming TV service.

In the same release, Reynolds—whose marketing company, Maximum Effort, leads the name-change campaign—said, “The reason  Maximum Effort believes in Fubo 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.”