ESPN has decided to pull the plug on its much-hyped Mobile ESPN cellular phone service, according to the Wall Street Journal.

The Journal reports that the sports network decided to call it quits after failing to attract customers with its branded phones. The venture was almost entirely funded by the Walt Disney Co., ESPN’s parent.

After finding that not enough consumers wanted to buy ESPN-branded cell phones in order to access ESPN content, the cable network will transition into an operation that will provide information to larger cellular operators, according to the Journal.

Mobile ESPN paid wholesale for access to the Sprint Nextel Corp. network, selling the service on to its clients.

The decision will have no effect on Disney Mobile, a separate service started earlier this year by the Burbank-based entertainment company.

Separately, Bloomberg is reporting that Disney’s Buena Vista Games Inc. has agreed to buy Britain-based Climax Racing, the maker of “MotoGP” and “ATV Offroad Fury,” extending the company’s effort to increase the number of titles that Disney produces in-house.

Terms of the purchase were not disclosed but according to Bloomberg, the price is less than $50 million.

Shares of Disney were down 5 cents in early trading Thursday to $30.98.