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.

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