[interestednovice]

The branding is a bit of a step down from BT's to be honest.

I tend to agree, and one thing which really is quite visually distracting is the change to the DOG. It’s clearly “inspired”, shall we say, by the old BT Sport DOG but given that they’ve inverted the TNT part of the logo compared to how it was as BT, you now end up with a very large white stamp on screen permanently with the TNT letters formed out of negative space which is not great. Coupled with the fact that SPORTS is obviously one letter longer than SPORT and the TNT SPORTS logo takes up significantly more space than the BT SPORT version did.

Having said all of that though, I agree that the general style of the channel is similar and has carried over quite well - so it does not look too bad overall.

This is a smart move anyway, branding-wise, so that viewers who were not aware of the rebrand in advance don’t get confused. It’s close enough to BT Sport that casual viewers can still identify it. Some of the spirit of BT Sport is also retained in the various presentational elements which is nice.

Whatever happened with the Discovery deal, the days of BT Sport branding were arguably numbered as BT look to reposition EE as their primary brand. So it hasn’t turned out too badly really.