Disney wants to help advertisers reach more of the sports fans under its own roof.
The entertainment giant this August will launch a new interactive hub called ESPN Fan House that aims to bring fans closer to the sports they enjoy — and make advertisers part of the exchange. The new “Fan House” will debut alongside ESPN’s college football coverage, which includes one of its most popular properties, “College GameDay.”
Fans will be able to take part in live polls. trivia and sweepstakes and examine merchandise and brand integrations, at on-site events, while watching from home or during interactions with social and digital platforms.
“As fans increasingly expect connected experiences, we’re creating new ways to bring them closer to themoments they care about most,” said Rita Ferro, president, global advertising at The Walt DisneyCompany, in a prepared statement. “The scale and frequency of college football creates an unmatched platform for sustained fan connections — each game week is a new opportunity to deepen that relationship. ESPN Fan House gives fans more ways to engage with ESPN while giving brands a direct connection to those moments.”
Publicis Sports has already struck an agreement to take part in the new initiative.
