Lyft rides and New York City subway cars will drive the message that consumers can get ESPN without cable for the first time.

Disney this week launched ESPN direct-to-consumer sports streamer — to get “all of ESPN, all in one place,” with no need to subscribe to a cable, satellite or internet TV service. The premium ESPN Unlimited tier is regularly priced at $29.

A new feature called “StreamCenter” will sync a user’s ESPN app and TV, allowing viewers to follow real-time stats, betting odds and shopping deals alongside a sporting event. The synced-up platforms will also enable viewers to use their mobile device as a secondary controller for the program that appears on their TV screen, the company said.