Selling ESPN streaming: Disney marketing push to saturate L.A. and New York

by

Individuals residing in Los Angeles and New York should prepare for an influx of ESPN red during their morning and evening travel times.

Disney’s sports media division is set to debut its direct-to-consumer streaming app on Thursdays, supported by an extensive marketing campaign that targets audiences in vehicles (like cars) and along railway tracks.

In simple terms, we’re making a strong effort over the next month to inform customers that ESPN, a key component of the cable TV industry for years, can now be accessed without a traditional pay TV subscription for the very first time.

Under Jimmy Pitaro’s leadership since 2018, this service represents an important step forward for ESPN within the Disney unit. It addresses the increasing shift of viewers moving away from traditional cable and satellite services towards streaming video providers instead. This trend has resulted in a decrease in the number of households with pay TV that receive ESPN, which is a significant revenue source for the company.

For just $29.99 a month, consumers have the opportunity to subscribe to ESPN’s new streaming app. Excitingly, households that are already paying for ESPN channels through cable or satellite services can sign up at no extra cost! This means that up to five family members can enjoy ESPN on their mobile devices and smart TVs without any additional expenses.

In a recent interview, Jo Fox, the executive vice president of marketing for ESPN, expressed that their campaign mirrors their product’s design – catering to sports enthusiasts around the clock and across various locations. To accomplish this, they aim to be present in numerous platforms.

Starting this coming Thursday, our advertising campaign unfolds, showcasing Cadillac SUVs operated by Lyft, adorned with the company’s emblem and sporting the tagline: “ESPN Everywhere – Everything in One Spot.

During upcoming U.S. Open tennis tournaments in Los Angeles and New York, ride-sharing service Lyft will be focusing their vehicles in areas with heavy traffic around sporting events. Additionally, you’ll notice the ESPN brand and logo on the Lyft app and maps during this time.

Hollywood Inc.

In this agreement, the prominent sports broadcasting company ESPN acquires management rights over the NFL’s Red Zone and NFL Network, with the NFL receiving an ownership share in return.

For commuters utilizing mass transit, there’s good news: ESPN is set to assume control over the E Line of the New York City subway system, connecting the World Trade Center and Queens. The exterior of the train cars will be emblazoned with ESPN logos, while internal advertisements will provide more detailed messages.

At the Spring Street subway station, which is close to Disney’s main office in downtown Manhattan, the public announcements will be made by Stephen A. Smith, a prominent sports commentator on ESPN’s “First Take” show and who reportedly earns $20 million per year.

In these locations, you’ll find signage complementing digital displays in New York’s Moynihan Train Hall and Port Authority Bus Terminal, as well as billboards lining L.A.’s Sunset Boulevard near SoFi Stadium in Inglewood.

Or:

Signs will join electronic screens in New York’s Moynihan Train Hall and Port Authority Bus Terminal, and billboards along Los Angeles’ Sunset Boulevard and adjacent to SoFi Stadium in Inglewood, as part of the overall display setup.

ESPN’s marketing efforts will extend beyond just the coastal media hubs. Instead, their streaming service will be showcased on televisions located within the home entertainment sections of approximately 4,000 Walmart stores nationwide.

As a cinephile enthusiast, I’m thrilled to share that Samsung has struck a deal with ESPN, making it possible for movie buffs like myself who purchase a QLED 4K TV from Best Buy or Samsung.com to enjoy a year-long subscription to ESPN’s streaming service, absolutely free! To add to the excitement, during this promotion, you will find the ESPN app showcased in Best Buy stores as well. This collaboration not only enhances your television experience but also provides top-tier sports entertainment straight from ESPN – a win-win for all!

ESPN has been promoting its streaming platform on TV broadcasts and advertisements on cable channels, using actor and professional wrestler John Cena as their spokesperson. Starting from 2026, ESPN’s streaming service will become the exclusive home for major WWE events like WrestleMania and Royal Rumble, with Cena being a recurring presence on the network.

As a die-hard sports fan, I’m thrilled about the upcoming enhancements to the ESPN app! It’s going to revolutionize my viewing experience by offering an array of features that seamlessly complement the live sports offerings.

Imagine this: you’ll have the power to craft your very own customized “SportsCenter”! This personalized hub will leverage advanced artificial intelligence to curate a brief, tailored highlight program, specifically focusing on your favorite teams and events. It’s like having your very own sports news anchor that caters exclusively to your interests!

During the 2024 Summer Olympics, NBC Sports introduced personalized highlight shows on their Peacock streaming service, featuring the commentary of Al Michaels. Meanwhile, ESPN’s “SportsCenter” presenters will lend their voices to “Your Personalized SportsCenter.

The app additionally provides statistics, betting options, commercial and fantasy sports details, all while displaying live game broadcasts similar to those aired on ESPN channels.

Read More

2025-08-20 18:31