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Photo: ESPN on the go

The new Mobile ESPN service is part of a growing trend in which big consumer companies extend their brands by providing cell phone service.
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1 of 1 Bill Detwiler/ZDNet

Mobile ESPN service

Mobile ESPN will kick off on the Sanyo MVP phone on Super Bowl Sunday. Through the service, customers will get access to shows including "Pardon the Interruption" and "SportsCenter," as well as breaking stories from ESPN News to fit the small mobile phone screen. Video content will change throughout the day as stories develop, and highlights will be posted quickly when games are finished.

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