Authentic Bay Area Sports

Real. True. Passionate.

... AUTHENTIC.

In 2009, we rebranded Fox Sports Bay Area as Comcast SportsNet, and built the new brand's first positioning statement... and boy, was it a doozy. Under the umbrella of "Authentic Bay Area Sports", the local RSN was reimagined. The word "Authentic" was now the cornerstone - it was how we hired talent and receptionists. If we were going to write scripts, build graphics or produce tune-in promos, it was going to be from an authentic point of view. It wasn't just how we referred to ourselves, it was how we carried ourselves on-air and online. If you're from here - you just get it.

And today, the AUTHENTIC FAN badge can be found on corner store fronts, in people's homes, perched inside the window of a UPS truck. It's a brand that has now extended to the entire NBC Sports RSN portfolio.

Building a mission statement can take years to develop to its' true potential, but we knocked it out of the park with this one.

And yes, that is Willie Mays, the greatest baseball player of all time, with Renel Brooks-Moon, the Giants' stupendously talented in-arena host. How's that for an endorsement?