{"id":22731,"date":"2025-10-10T19:16:48","date_gmt":"2025-10-10T19:16:48","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22731"},"modified":"2025-10-10T19:16:52","modified_gmt":"2025-10-10T19:16:52","slug":"disney-more-than-doubles-postseason-revenue-with-wnba-finals-ad-sales","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22731","title":{"rendered":"Disney more than doubles postseason revenue with WNBA Finals ad sales"},"content":{"rendered":"<p><\/p>\n<div id=\"article-body-content\">\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">The Las Vegas Aces are on fire in the WNBA Finals, with the potential to sweep the Phoenix Mercury and win the championship in four games tonight.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">The Disney ad sales team has already recorded a clean sweep of a different kind, having sold out of ad inventory for the first five games of a potential seven in the series on ESPN. After last year\u2019s WNBA audience growth and general surge in interest in women\u2019s sports, that\u2019s par for the course these days, according to VP of Revenue and Yield Management Jacqueline Dobies.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cIt\u2019s not a surprise to us anymore,\u201d Dobies told Marketing Brew. \u201cSure as the sun is going to rise tomorrow, women\u2019s sports are going to grow\u2026What\u2019s really cool about the WNBA specifically is there\u2019s no longer these lightning-in-a-bottle moments that are driving the growth. It is clearly proven to be sustained growth.\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>The reserves:<\/strong> Disney sold out of ad slots for the first four games of the series weeks ago, Dobies said, with game five following about a week or two ago. If the Aces do sweep the Mercury tonight, she said, her team will encourage advertisers to reallocate their spend to other women\u2019s sports properties in the Disney portfolio.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">The inventory hypothetically could have sold out during the upfront, Dobies told us, but her team intentionally kept some in reserve to sell on the scatter market, when prices are often higher. Total postseason revenue is up 110% year over year, with average unit rates up 104%, according to Disney.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>The bigs:<\/strong> Of the 38 total brands advertising during the finals, 23 are returning vets, and 15 are showing up for the first time. The rookie advertisers spending the most include CoStar, Eli Lilly, State Street Investment Management, Wayfair, and Panera, according to Disney. In addition to running ads, State Street announced a multiyear deal with the league last month, and Eli Lilly is the jersey-patch sponsor of the Indiana Fever.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Additionally, almost three-quarters of returning advertisers increased their spend year over year, and another 75% of advertisers bought more than one unit in the finals, Dobies said.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>Clean-up:<\/strong> The new brands represent five new categories for the WNBA Finals, with some of the largest by spend being real estate brokerage, alcoholic beverages, and sports betting, according to Disney. There\u2019s also been growth in existing categories like cleaning products, computer software, and pharma, Dobies said.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">Last year\u2019s WNBA season saw a spike in spend from nontraditional sports sponsors like beauty and personal-care brands, which are becoming more common in the NBA, too. Veteran sports advertisers like Google and State Farm also have had a presence during the WNBA playoffs.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cI think the true health of a sport or property is when you see growth not just from existing partners, but really expanding the tent and bringing in new industries into the ecosystem,\u201d Dobies said, later adding that she suspected that scale, audience engagement, and ROI turned the heads of additional advertisers in the past year.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>After the buzzer:<\/strong> With the WNBA\u2019s collective bargaining agreement set to expire at the end of the month, there\u2019s been no shortage of off-court drama in the postseason as the players\u2019 association negotiates with the league. The rising tension between the players and commissioner Cathy Engelbert wasn\u2019t a deterrent for advertisers, Dobies said, with the WNBA continuing to stand strong in Disney\u2019s sports portfolio.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cGiven that it\u2019s the fall and it\u2019s football, I can still say that the WNBA is one of the most sought-out properties on our platform right now,\u201d Dobies said.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/10\/10\/disney-wnba-finals-ads?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Las Vegas Aces are on fire in the WNBA Finals, with the potential to sweep the Phoenix Mercury and win the championship in four games tonight. The Disney ad sales team has already recorded a clean sweep of a different kind, having sold out of ad inventory for the first five games of a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22732,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22731","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Disney more than doubles postseason revenue with WNBA Finals ad sales | Brandiary<\/title>\n<meta name=\"description\" content=\"The Las Vegas Aces are on fire in the WNBA Finals, with the potential to sweep the Phoenix Mercury and win the championship in four games tonight.The\" \/>\n<meta name=\"robots\" content=\"index, follow, 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