Disney Sees Opportunity to Woo Sports Advertisers Around More Than Games
Brian Steinberg Senior TV EditorDisney has over the past two years spent billions to snare new rights deals with top sports properties like Major League Baseball, the National Football League, the National Hockey League, the PGA Tour and others. But in months to come, the company may place new emphasis on programming around those big properties.New research from the company indicates more sports fans are interested in “the game around the game,” says Lisa Valentino, executive vice president at Disney Advertising Sales, in an interview, and that could manifest itself increasingly in sports content that is found on smartphones; activity related to fantasy sports; or content related to sports-betting.