Disney unveils new advertising framework dedicated to women's sports

The GIST: Disney wants advertisers to be part of the women’s sports world. This week, the media conglomerate unveiled Level Up, a new advertising framework that encourages brands to spend on women’s sports content across ESPN’s platforms. Disney is currently pitching the project to advertisers and may already have some takers.

The details: Brands will have the option to advertise on ESPN verticals of their choice, including espnW and the espnW Summit, along with some upcoming offerings. Disney VP of sports brand solutions Deidra Maddock teased a “partner pod” in which certain brands’ commercials appear together, as well as a sponsored graphic on SportsCenter.

• Disney wants participating brands to commit to spending at least $5M each, but said that figure could vary from deal to deal. Interested advertisers include Ally Financial, several CPG brands, a “major retailer,” and agency holding companies. Popular.

The context: The new framework comes just a month after Disney touted its women’s sports slate at its annual upfronts, and isn’t the company’s first innovative initiative this year. Disney partnered with Ally in February for a multiyear, multimillion dollar deal that will see 90% of the bank’s ad spend go towards women’s sports.

Zooming out: Advertisers are continuing to support women’s sports despite less-than-ideal spending trends, so Disney’s initiative feels like a savvy play to drive up their own advertising revenue. The move also signals the company’s commitment to women’s sports, and may incentivize ESPN to maintain its offerings. Wouldn’t you think their collection’s complete?