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Female sports and entertainment viewership is surging and the momentum around these audiences is undeniable. It's a movement driven by extraordinary female talent, athletes, and artists. In an effort to target sports fans and draw them into the epicentre of female-driven sports and entertainment, ESPN, has launched a new brand campaign promoting the Disney Bundle, paying homage to the extraordinary women that are blazing new trails. The spots, created in partnership with independent ad agency Preacher, feature the likes of Caitlin Clark, the NWSL, Taylor Swift, The Incredibles, Coco Gauff, and Emma Stone, to name a few.

“We are witnessing a golden age in women’s sports and female-led entertainment content with undeniable momentum across ESPN and Disney properties. Preacher harnessed this momentum by positioning female stars as the trailblazers, record breakers, and norm shatterers we know them to be. No damsels. No distress. Just straight strength, poise and heroism,” said ESPN VP/Brand Marketing, Seth Ader.

'Heroines Unite' launched amid the NBA Finals and Stanley Cup Final to target sports fans and draw them into the epicentre of female-driven sports and entertainment, the Disney Bundle. Ads will run across the linear ESPN ecosystem, and across digital and mobile platforms. and off-channel, throughout August.

“Women’s sports and entertainment viewership is booming and it's a movement fuelled by incredible female talent. We wanted to celebrate this surge,” said Kellyn Blount, executive creative director at Preacher. “Rather than just sharing the typical heart warming messages of ‘passion, heart, and sacrifice,’ which we are typically inundated with in female centred spots, we aimed to go beyond and showcase the full depth and dimension of these women and their stories.”