It is, in fact, really small, yet designed to drive the supersized ESPN brand further into the sports zeitgeist.

It was known as Disney's Wide World of Sports Complex before it was re-branded with the Disney-owned ESPN brand.

On May 13, 2008 The Walt Disney Company announced plans to rebrand Disney's Wide World of Sports using the ESPN brand.

It operated as a generic restaurant until it was re-opened under the ESPN brand in 2010.

"The focus is to promote their TV shows, to sell their magazine and promote the ESPN brand."

Electronic Arts, in response, signed expensive long-term licensing deals to give it exclusive rights to make N.F.L. games and titles using the ESPN brand and logo.

The Olympics represent the legacy of ABC Sports, plus, with the ESPN brand, it's a real good fit for us.

We benefit because the ESPN brand is there and we produced the games.

However, the ESPN brand remains in India, China and South Asia.

Sports video games counted for four out of the top 10 sellers in 2004, and two of those carry the ESPN brand.