espn phonThe long-awaited (by someone, we're sure) ESPN-branded cellphone service is now scheduled to launch during the Superbowl, next February. Best Buy has been tagged as the exclusive retailer to carry phones for the new service for its first 60 days, while online signups will be available via the Mobile ESPN web site (the service was originally branded ESPN Mobile, but the name was flipped last month in order to "truly reflects the service's ultimate mission: to literally serve avid sports fans with one-touch, real-time access to immersive and personalized sports content from ESPN."). Mobile ESPN is a mobile virtual network operator (MVNO), with the actual service to be provided by Sprint, with the initial handset to be produced by Sanyo.

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