Altice USA officially began a process to rebrand its Suddenlink operation to Optimum, a move it stated was designed to bring the company’s assets under one unified offering across its footprint.
The move to Optimum was announced in July 2021 and the company stated it had now started to transition Suddenlink properties and assets to the new brand, which includes vehicles, stores, websites, uniforms and more.
As part of the push, Altice USA said it had also launched a new nationwide campaign, running the tagline Get Closer, Go Further.
It explained this represented its aim to accelerate its fibre network, increase data rates, remove caps on all current internet plans and open 20 new Optimum retail stores across the country.
Suddenlink operates primarily in the midwest, southern and western parts of the US, across 17 states.
Bloomberg reported last week Altice USA was seeking a buyer for Suddenlink, in a deal which could fetch $20 billion.
Sources told Bloomberg Altice USA is working with Goldman Sachs on a potential deal.
Rumours about a Suddenlink sale started in May 2021, after Altice USA CEO Dexter Goei said at an industry conference its largely rural footprint was not the most strategic, and the company was open to trade or swap and sell “certain assets”.
Altice bought Suddenlink in 2015 for $9 billion and acquired Cablevision Systems a year later.
It then merged the cable businesses and launched an IPO to form Altice USA.Subscribe to our daily newsletter Back