This extensive exercise includes rebranding Star Sports, developed with an aim to keep the brand fresh and relevant to young and diverse demographics; and launching the new presentation for both ESPN and Star Sports, conceptualised and developed to portray the dynamism of sports as communicated by these two strong and unique brands in their own signature style.

The new presentation incorporates bold colour palates, vibrant motifs and features on-air talents from each network underscoring the brand personalities of each channel.

In addition, all five editions of SportsCenter across Asia gets a fresh new look as the sports news programme begins its broadcast with a fresh and dynamic graphic presentation package. The new look reflects the premium appeal and international image of SportsCenter as it continues to bring the best sports news and editorial presentation from across the world to millions of viewers in Asia.

ESS MD Manu Sawhney says, "With so many exciting sports properties currently being broadcast on our channels, the new branding for Star Sports and the refreshed on-air presentations for each channel brand aim to enthuse and exhilarate sports fans and continue our strong and enduring association with them. Sports is a visual spectacle and our on-air packages aims to enhance this experience by speaking in the same dynamic and energetic language of sports, while articulating the channels‘ brand promise to viewers across all age-groups and demographics.

"SportsCenter has a long and strong tradition of delivering the best international sports to viewers across the region and it is just as important to present sports news in new and engaging manner to reinforce its unique position. We are confident that sports fans will enjoy this new enhanced presentation of their favourite sports programme."

ESPN and Star Sports new on-air presentation will be broadcast across its networks covering 24 countries. It includes on-air graphic elements such as, brand idents, presenter idents, logo stings, bumpers, end pages, lower thirds, menu boards, backgrounds, monthly highlights and billboards.

Star Sports looks to build on its profile as the channel that celebrates sports, highlighting the lifestyle and interactive aspect of spectatorship with a strong visual language that conveys enthusiasm and engagement. The new Circle symbol captures this spirit of action and entertainment involving fans to become a part of this exciting community.

The new on-air presentation of ESPN reinforces its status as the ‘Home of Sports‘ highlighted by the "Scoreboard" motif that communicates the informative and newsy characteristics of the sports channel.

The sports news channel Sportscenter will be televised with a virtual set that is designed to enhance the viewing experience for sports fans and its new presentation features new graphics package aimed at delivering sports news, results, and scores in a dynamic manner.