ESPN: Your next cellphone company?

We're boycotting them until they increase their coverage of robotic sporting events, but ESPN is officially getting into the cellphone business, a move pretty much everyone has known they were going to make
since August. They're not buying up T-Mobile or anything like that, they've cut a deal to lease space on Sprint's network (other companies like Virgin Mobile already do the same thing), and are going to be launching cellphone service next year that'll let subscribers stream sports audio and video, and download sports-related graphics and news (which is awesome since it's impossible to do that stuff already).
Disney is probably going to launch their own cellphone service sometime next year, too.