FuboTV has renamed itself Fubo. The streaming live TV service debuts the shortened title by calling on one of TV’s most coveted viewerships: sports fans. 

Created with agency Maximum Effort, the series of shorts mostly revolve around inside sports jokes. Fubo has long centered its appeal around sports content and fan interaction, an identity the service leans into fully with its rebrand campaign, themed “If Sports Fans Built a Streaming Service.” 

In one spot, at a meeting to pitch new names for Fubo, NBA Hall of Famer Kevin Garnett suggests “The Big Kick-It” because subscribers to the platform are choosing to boot their cable subscriptions. But one executive points out the name isn’t so different from Garnett’s nickname, “The Big Ticket,” to which the basketballer slips into good-ol'-days reverie.

Another spot pokes fun at former NFL quarterback Mark Sanchez and his infamous “butt fumble.” Two Fubo employees are reminiscing about memories from the last NFL season, including a viral moment when a Miami Dolphins player flubbed a punt by kicking the ball directly into a teammate’s backside—a moment they have saved in their Fubo recordings.

“Oh, is that what the ‘My Stuff’ feature was invented for?” Sanchez defensively asks. “Saving butt-related content?”

The rest of the campaign includes similarly silly moments sans celebrities. In one, Fubo has hired two twins from Minnesota. They cheerfully speak in an over-the-top Midwestern accent—and that’s the extent of the joke.

In another, Fubo employees reveal to a co-worker that his favorite team has lost. As he starts destroying his office supplies, they turn on Fubo’s Bob Ross channel (yes, that actually exists) to placate him.

The campaign will air on TV nationally against sports programming, such as the World Baseball Classic and the start of the Major League Baseball season. The campaign production is part of an ongoing partnership between Fubo and Maximum Effort, which will also include a Maximum Effort Channel on the service as well as programming deals with the agency and owner Ryan Reynolds.

“The reason Maximum Effort believes in Fubo is 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," said Reynolds in a statement. "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.”