Disney wants to help advertisers reach more sports fans under its roof.
This August, the entertainment giant will launch a new interactive hub called ESPN Funhouse, which aims to bring fans closer to the sports they enjoy and make advertisers part of the interaction. The new “Fun House” will debut concurrently with ESPN’s college football coverage, including “College GameDay,” one of the most popular venues.
Fans will be able to participate in live voting. Find out about trivia and sweepstakes, and explore product and brand integrations at on-site events while watching from home or interacting with social and digital platforms.
“As fans increasingly expect connected experiences, we are developing new ways to bring them closer.
These are the moments they cherish most,” said Rita Ferro, president of global advertising at Walt Disney.
The company said in a prepared statement: “The scale and frequency of college football creates an unparalleled platform for continuous connection with fans, and each game week is a new opportunity to deepen that relationship. ESPN Fan House gives fans more ways to engage with ESPN while allowing brands to connect directly with those moments.”
Publicis Sport has already agreed to take part in the new initiative.
The move means Disney, like other traditional media companies, will focus more on sports to monetize its relationships with advertisers. In the streaming era, sports television broadcasts have proven especially durable. That’s largely because Madison Avenue continues to attract the large, simultaneous live crowds it still covets. In addition to college games, Disney hopes to use the fast-paced football game — the first Super Bowl in more than 20 years in 2027 — to drum up interest in other live events such as the Grammy Awards and the Oscars.
“Live sports is one of the few things that will not be affected by AI, and fans are looking for a deeper connection.
“Solutions like ESPN Fan House allow brands to reach fans at the moments that matter, providing opportunities for deeper engagement, influence and measurement. By combining our extensive solution portfolio with insights from our unique Fan Graph, we can help our clients increase fan engagement and maximize their sports investments.”
The new hub will be powered by Flowcode, a company that generates customizable QR codes that can be updated in real time. These QR codes often feature color or other elements to help advertisers distinguish them from similar efforts.
