Last weekend, coinciding with the launch of its Premier League coverage, NBC Sports Network significantly increased its efforts to gradually change the name of the network to NBCSN.

Starting with the Liverpool-Stoke City match, NBC Sports Network will increasingly be referred to by commentators and within on-screen graphics as NBCSN. Viewers will see and hear NBCSN with greater frequency across all NBC Sports Group platforms and marketing initiatives in the months leading up to the 2014 Sochi Olympics in February.

As John Miller, CMO, NBC Sport Group explained, "The high-profile nature of our Premier League launch is the perfect platform to increase our campaign of branding NBC Sports Network as NBCSN. This is a natural evolution from the longer channel name to the acronym, as NBCSN is streamlined visually and a faster read." He added, "Premier League coverage will feature NBCSN as its primary mark. By the Winter Olympics in February, the transformation will be complete, and the Games will be used to solidify NBCSN as the network’s name and brand."

The NBC Sports Network hallmark — a brand-identifying message shown at the start of programming blocks — is a promotional example of the evolution. Last weekend, the hallmark showed and said NBC Sports Network, followed by a dissolve to the NBCSN logo and a NBCSN voiceover. Eventually, the hallmark will only include the NBCSN portion.