Disney's ESPN has launched an aggressive marketing campaign to promote its new direct-to-consumer (DTC) streaming service, branded simply as "ESPN," which debuts today. The campaign targets commuters in Los Angeles and New York, aiming to capture attention during morning and evening commutes.
Here’s a detailed breakdown of the initiative:
- Advertising Strategy: ESPN is rolling out a four-week advertising blitz focusing on captive audiences in cars and public transit. In Los Angeles and New York, Lyft rides will feature ESPN branding, with the ESPN logo displayed on the Lyft app and maps. Vehicles will be concentrated in high-traffic areas near sporting events, such as those tied to the U.S. Open tennis tournament, to maximize visibility. In New York, ESPN has taken over the E Line of the NYC subway, running from the World Trade Center to Queens, with train exteriors covered in ESPN logos and interiors featuring specific ad messages. Public address announcements at the Spring Street station, near Disney’s Manhattan headquarters, will be voiced by ESPN’s Stephen A. Smith, who earns $20 million annually.
- Purpose of the Campaign: The campaign promotes ESPN’s DTC service, which allows consumers to access ESPN without a traditional cable subscription for the first time. Launched to counter the decline in pay-TV households, the service offers two plans: an Unlimited Plan for $29.99/month, including all ESPN linear networks (ESPN, ESPN2, ESPNU, SECN, ACCN, ESPNEWS, ESPN Deportes), ESPN+, ESPN3, SECN+, ACCNX, and coverage of 47,000 live events annually, plus studio shows and originals; and a Select Plan for $11.99/month, limited to ESPN+ content like soccer, PGA Tour, NHL, UFC, and select college sports. A bundle with Disney+ and Hulu (with ads) is available for $29.99/month for the first 12 months.
The DTC service, a priority under ESPN Chairman Jimmy Pitaro since 2018, responds to cord-cutting trends. The enhanced ESPN app integrates personalized features like “SportsCenter for You,” using AI to deliver tailored highlight reels, similar to NBC’s Peacock during the 2024 Olympics.
The app also offers stats, betting, commerce, fantasy sports, and multiview options, accessible to both DTC and pay-TV subscribers. A new deal with WWE will bring major events like WrestleMania to the platform starting in 2026. Additionally, ESPN’s acquisition of NFL Network and RedZone, with the NFL gaining a 10% equity stake, bolsters its content offerings.
The LA Times reports the campaign coincides with a busy sports calendar, including the NFL season and U.S. Open, amplifying its reach. However, recent carriage disputes, like the one with DirecTV in 2024, highlight tensions with traditional pay-TV providers over rising carriage fees and Disney’s shift to streaming.
DirecTV argued Disney’s move to prioritize DTC platforms, like airing premium content on Hulu before linear channels, frustrates distributors and consumers. Despite this, ESPN’s DTC service is designed to complement pay-TV, with providers like Hulu + Live TV, DIRECTV (streaming), Fubo TV, and Spectrum TV offering the Unlimited Plan as part of their packages.