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

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.

Disney's ESPN is launching a comprehensive sports streaming app available for $30 a month, offering all ESPN programming beyond cable subscriptions. Integrating features like fantasy sports and betting,