ESPN360.com to Rebrand as ESPN3.com on April 4.

Executives at the sports media giant said that the name change reflects the way the company increasingly views the site, as a full-fledged third network that complements ESPN and ESPN 2.

“We have approached this as a network for years, and as users have become more accustomed to engaging with content across various screens,it made sense to make adjustments that reflect both the product’s and the industry’s evolution,” said Sean Bratches, executive vp, sales and marketing.