Disney is pushing for advertisers to promote more women’s sports sponsorships. The company’s new initiative Level Up is encouraging brands to give more of a platform to women’s sports. Advertisers are being asked to allocate funds and screen time to women’s sports content on espnW through live events, streaming, and social media. Disney’s vice president of sports brand solutions explains that the company’s goal is to get a minimum commitment of $5M to Level Up, but they will remain flexible as the framework unfolds to make sure that “brands activate with intention in all of those places [and platforms]—that it’s not just cherry-picking one thing.” YPulse’s Causes / Charity & Activism report shows that gender equality / sexism is amongst the top ten social issues Gen Z and Millennials are most passionate about, so Disney’s effort to ramp up the inclusion of women’s sports is bound to gain these young gens’ support. (Marketing Brew)
