(Reuters) – Walt Disney said on Tuesday its new streaming service would be named ESPN and cost $29.99 per month, as the media company aims to tap sports fans who have never subscribed to traditional television.

The new service, which is set for launch this fall, will provide access to all ESPN networks, including professional and college football and basketball games.

“We are providing everything ESPN has to offer directly to fans and all in one place,” ESPN Chairman Jimmy Pitaro said.

Media companies, including Paramount Global, Comcast and Disney, are doubling down on sports content to curb subscriber churn, boost engagement and bolster their ad-supported tiers in a competitive market.

The announcement comes a day after Fox Corp said its new subscription-based streaming service would be called “Fox One”, which was set to launch before the fall American football season.

Disney said subscribers would be given an option to bundle ESPN with Disney+ and Hulu streaming services at $35.99 per month, with a promotional price of $29.99 monthly for the first year.

Existing ESPN+ subscribers will automatically become subscribers to the new service, based on their current subscription level, the company said.

In 2024, Disney’s ESPN, Comcast-owned NBCUniversal and Amazon.com clinched the rights to carry National Basketball Association games in an 11-year deal valued at $77 billion. Such deals underscore the value of live sports in attracting new subscribers and advertisers.

Disney, Fox and Warner Bros Discovery earlier this year abandoned plans to launch their live sports joint venture, Venu Sports, which was meant to attract sports fans who either canceled or never subscribed to cable TV.

(Reporting by Jaspreet Singh in Bengaluru; Editing by Anil D’Silva)