MediaBuyerPlanner: ESPN will soon become the main brand for all sports programming on ABC.

Beginning September 2, the new "ESPN on ABC" brand will be applied to all aspects of ABC Sports production, including on-air look, graphics and overlays, Mediaweek reports.

While all tune-in efforts tied to ABC's sports coverage will direct viewers to the network itself, by the NCAA's season-opening kickoff, viewers will be shown a broadcast version of ESPN. For all sporting events, ABC will assume ESPN's signature graphic design, including the distinctive format with which the cable network presents scores, updates and statistics.

ABC's traditional watermark will remain a fixture in the lower right-hand corner of the screen.