ESPN and the Walt Disney Company launched ESPN 3D on June 11, 2010. The first event to use ESPN 3D was the opening match of the 2010 FIFA World Cup. Since the launch, DirecTV, Comcast, and AT&T U-verse have carried this channel (though AT&T U-verse has since stopped carriage of the channel). Three months later, Time Warner Cable reached a carriage deal on September 2, 2010. ESPN 3D became a 24-hour channel on February 14, 2011, Valentine's Day.
ESPN announced that it would shut down ESPN 3D by the end of 2013 due to "limited viewer adoption of 3D services".