{"id":3658,"date":"2023-07-02T20:11:15","date_gmt":"2023-07-02T20:11:15","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/disney-is-pitching-advertisers-on-a-new-framework-for-womens-sports-sponsorships\/"},"modified":"2023-07-02T20:11:17","modified_gmt":"2023-07-02T20:11:17","slug":"disney-is-pitching-advertisers-on-a-new-framework-for-womens-sports-sponsorships","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=3658","title":{"rendered":"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships"},"content":{"rendered":"

<\/p>\n

\n
\n

Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more\u2014and more intentionally\u2014on women\u2019s sports content.<\/p>\n<\/div>\n

\n

The initiative, called Level Up, asks brands to commit a certain amount of spend to women\u2019s sports content via espnW across all the platforms where it has a presence, like live events, linear, streaming, and social media, according to Deidra Maddock, Disney\u2019s VP of sports brand solutions.<\/p>\n<\/div>\n

\n

Her team is currently pitching advertisers on the framework, so none have officially signed on yet, but Maddock told Marketing Brew that initial reactions have been \u201creally positive.\u201d<\/p>\n<\/div>\n

\n

Maddock is aiming for brands participating in Level Up to commit to a minimum spend of about $5 million each, she told us, although she later said that number isn\u2019t definite and may vary \u201cdepending on the brand and the specifics of their deal.\u201d Maddock said Disney is \u201cpretty flexible\u201d with brands on the structure of their buys, including the kinds of inventory they want to focus on.<\/p>\n<\/div>\n

\n

\u201cThat\u2019s why we call it a \u2018framework,\u2019 because it allows us the flexibility to work with multiple brands with different priorities and KPIs to find the right way in each of the areas on our platform to activate for their brand,\u201d she said. \u201cBut what we are asking is that brands activate with intention in all of those places\u2014that it\u2019s not just cherry-picking one thing.\u201d<\/p>\n<\/div>\n

\n

Brands will be able to choose from activations including custom content and other ad units in live games, as well as involvement in live events like the annual espnW Summit. They\u2019ll also have access to an addressable ad product dedicated only to women\u2019s sports, Maddock said.<\/p>\n<\/div>\n

\n
Get marketing news you’ll actually want to read<\/h5>\n

The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n

\n

Brands involved in initial talks include Ally Financial, a \u201cmajor retailer,\u201d several CPG brands, and agency holding companies, Maddock said. Andrea Brimmer, Ally\u2019s CMO, confirmed that her company is \u201chaving some ongoing conversations\u201d about Level Up after previously partnering with Disney and ESPN on other women\u2019s sports initiatives.<\/p>\n<\/div>\n

\n

Those that choose to get involved will also be able to leverage a few new ad offerings. One is something Maddock\u2019s team has been calling a \u201cpartner pod,\u201d which is a group of brands whose commercials will appear together during live sports breaks, according to Maddock. Before the ads roll, there will be some indication that \u201cthe brands that you\u2019re about to see are helping ESPN level up women\u2019s sports,\u201d she said.<\/p>\n<\/div>\n

\n

Another is a \u201cwhat to watch\u201d graphic\u2014likely full screen\u2014that will show up in ESPN SportsCenter and other studio content and is designed to drive awareness of upcoming women\u2019s sports events, Maddock said. The graphic, still in development, will have real estate for Level Up partners to display their branding, and will ideally run prior to their commercials.<\/p>\n<\/div>\n

\n

Lastly, Maddock\u2019s team is developing a visual mark with the words \u201cLevel Up\u201d that will be used to highlight brand involvement.<\/p>\n<\/div>\n

\n

\u201cThe first rollout has been to answer the demand that we were already seeing, and that we wanted to respond to,\u201d Maddock said. \u201cIt is a luxury position to be in when you know that there\u2019s already interest out there, and you\u2019re really just serving a need.\u201d<\/p>\n<\/div>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more\u2014and more intentionally\u2014on women\u2019s sports content. The initiative, called Level Up, asks brands to commit a certain amount of spend to women\u2019s sports content via espnW across all the platforms where it has a presence, like live events, […]<\/p>\n","protected":false},"author":1,"featured_media":3659,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-3658","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nDisney is pitching advertisers on a new framework for women\u2019s sports sponsorships | Brandiary<\/title>\n<meta name=\"description\" content=\"Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more\u2014and more intentionally\u2014on women\u2019s sports\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=3658\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more\u2014and more intentionally\u2014on women\u2019s sports\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=3658\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-02T20:11:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-02T20:11:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/07\/1688328676_5db2a413acb402cd334f59a826bca4dcd17f1dcf-1280x720.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=3658#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=3658\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships\",\"datePublished\":\"2023-07-02T20:11:15+00:00\",\"dateModified\":\"2023-07-02T20:11:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=3658\"},\"wordCount\":591,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=3658#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=3658\",\"url\":\"https:\/\/mysourcefunding.com\/?p=3658\",\"name\":\"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2023-07-02T20:11:15+00:00\",\"dateModified\":\"2023-07-02T20:11:17+00:00\",\"description\":\"Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more\u2014and more intentionally\u2014on women\u2019s sports\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=3658#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=3658\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=3658#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships | Brandiary","description":"Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more\u2014and more intentionally\u2014on women\u2019s sports","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=3658","og_locale":"en_US","og_type":"article","og_title":"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships | Brandiary","og_description":"Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more\u2014and more intentionally\u2014on women\u2019s sports","og_url":"https:\/\/mysourcefunding.com\/?p=3658","og_site_name":"Brandiary","article_published_time":"2023-07-02T20:11:15+00:00","article_modified_time":"2023-07-02T20:11:17+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/07\/1688328676_5db2a413acb402cd334f59a826bca4dcd17f1dcf-1280x720.png","type":"image\/png"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=3658#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=3658"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships","datePublished":"2023-07-02T20:11:15+00:00","dateModified":"2023-07-02T20:11:17+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=3658"},"wordCount":591,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=3658#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=3658","url":"https:\/\/mysourcefunding.com\/?p=3658","name":"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2023-07-02T20:11:15+00:00","dateModified":"2023-07-02T20:11:17+00:00","description":"Disney is in the process of introducing a new advertising framework designed to incentivize brands to spend more\u2014and more intentionally\u2014on women\u2019s sports","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=3658#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=3658"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=3658#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Disney is pitching advertisers on a new framework for women\u2019s sports sponsorships"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/3658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3658"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/3658\/revisions"}],"predecessor-version":[{"id":3660,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/3658\/revisions\/3660"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/3659"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}