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Disney Boosts Focus on Women’s Sports With Serena Williams Documentary on ESPN+
Disney has secured Morgan Stanley, TJ Maxx and Heineken as sponsors of its new eight-part Serena Williams miniseries on ESPN+
Starting July 10, the entertainment giant will launch “In The Arena: Serena Williams,” a new eight-part miniseries that chronicles the tennis legend’s long career, including perspective from the subject herself as well as that from key figures in her life. Between July 10 and August 28, Morgan Stanley will sponsor elements within the ESPN+ series, including custom vignettes and logo bugs; social posts from ESPN that appear across Instagram and Facebook; and promos for the miniseries that appear in shows such as “First Take,” “Get Up” and “SportsCenter.” GroupM, the large media-buying consortium backed by ad giant WPP, vowed earlier this year to double the amount of money its clients spend on women’s sports in 2024 and said it would seek to create a dedicated marketplace for the programming genre, starting in the industry’s next “upfront” negotiation period.
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