Disney Closes Upfront with Nearly $4B Sports Advertising

Disney Advertising concluded its 2025-2026 upfront negotiations with steady overall ad volumes compared to the previous year, driven by significant growth in sports and streaming sectors. Sports advertising across Disney’s platforms reached nearly $4 billion, underscored by 69 multi-year deals and double-digit volume increases in high-profile properties such as Monday Night Football, College Football, and women's sports including the NCAA Women’s Basketball Tournament and WNBA. The NBA portfolio also saw notable growth, fueled by events like the NBA Finals and the show Inside the NBA. Streaming accounted for over 40% of total upfront volume, maintaining its share from the prior year amid Disney’s strategic focus on ad-supported digital formats and global market expansion. Additionally, Disney secured strong early bookings for live events like the Oscars, CMA Awards, and Dick Clark’s New Year’s Rockin’ Eve, with the Oscars nearly doubling units sold year-over-year. According to Rita Ferro, Disney’s global advertising president, these results highlight the enduring value of storytelling, premium content environments, and trusted marketer relationships as Disney continues shaping the future of advertising.