diff --git a/homeassistant/components/esphome/__init__.py b/homeassistant/components/esphome/__init__.py
index fd9edba9948..a50c1e8c944 100644
--- a/homeassistant/components/esphome/__init__.py
+++ b/homeassistant/components/esphome/__init__.py
@@ -108,7 +108,9 @@ class DomainData:
         return ret
 
 
-async def async_setup_entry(hass: HomeAssistant, entry: ConfigEntry) -> bool:
+async def async_setup_entry(  # noqa: C901
+    hass: HomeAssistant, entry: ConfigEntry
+) -> bool:
     """Set up the esphome component."""
     host = entry.data[CONF_HOST]
     port = entry.data[CONF_PORT]
@@ -266,6 +268,8 @@ async def async_setup_entry(hass: HomeAssistant, entry: ConfigEntry) -> bool:
             assert cli.api_version is not None
             entry_data.api_version = cli.api_version
             entry_data.available = True
+            if entry_data.device_info.name:
+                reconnect_logic.name = entry_data.device_info.name
             device_id = _async_setup_device_registry(
                 hass, entry, entry_data.device_info
             )
@@ -312,6 +316,9 @@ async def async_setup_entry(hass: HomeAssistant, entry: ConfigEntry) -> bool:
         await entry_data.async_update_static_infos(hass, entry, infos)
         await _setup_services(hass, entry_data, services)
 
+        if entry_data.device_info is not None and entry_data.device_info.name:
+            reconnect_logic.name = entry_data.device_info.name
+
         await reconnect_logic.start()
         entry_data.cleanup_callbacks.append(reconnect_logic.stop_callback)