CBS All Access to be rebranded as Paramount+ in 2021

CBS All Access, the streaming home of the Uefa Champions League and Europa League as well as the National Women’s Soccer League in the United States, will be rebranded as Paramont+ in 2021.

Parent company ViacomCBS is hoping the rebrand will help the streaming service attract more subscribers as it competes with Netflix, Peacock, Disney+, and numerous other direct-to-consumer video platforms.

“We recognize that we’re asking people to pull out their credit card and subscribe to our service,” ViacomCBS Digital chief marketing officer Domenic DiMeglio said in a statement. “The Paramount brand, which audiences strongly associate with creativity and great storytelling, helps signal it’s worth the price.”

Paramount+ will also gain international distribution next year, starting with launches in Australia, the Nordic region, and Latin America.

In July, CBS picked up the English-language rights to the Champions League in the US two years early after current rights-holder Turner Sports called time on its deal.

Read this: CBS Sports leverages women’s football growth in NWSL deal