• by Wayne Friedman , Staff Writer, May 22, 2025

Walt Disney is planning a big marketing push for its expected fall launch of ESPN as a streaming service.

One of those efforts is around ESPN’s high-profile year-round programming series “SportsCenter,” the longtime sports highlight and news show -- a TV series that is key for loyal TV viewers of the network.

The ESPN tour will go to a different state each day starting at the end of June -- for 50 consecutive days throughout the summer, all to coincide with the launch of the full-fledged ESPN streamer as a streaming platform in the fall.

The show will host events at specific endemic athletic facilities and look at specific traditions of those hometown sports efforts -- professional, college, or otherwise. ESPN hosts and anchors will be part of the tour.

For many, Walt Disney's marketing efforts -- represent a clear and monumental transition for the cable TV industry overall which has seen massive cord-cutting.

The price tag of $29.99 per month for the first 12 months is expected to be an initially tough goal, according to analysts. It would be the highest priced platform for any U.S. based streamer so far.

All this comes as entertainment consumers are already stressed to cut back on streaming platforms they use only on a limited basis.

Disney hopes that bundling in Disney+ and Hulu with the new ESPN in a package for $35.99 a month will give consumers another option in evaluating what they should buy.

Early research from CivicScience shows nearly 70% of respondents from a new consumer study said they were “not at all likely” to subscribe to the new ESPN service, with 16% at “somewhat likely” and 15%, “very likely.”

Potential ESPN marketing messages to come look to show lots of new features, such as personalized "SportsCenter" experiences, integration with ESPN BET (its sports-wagering platform) and merchandise.

One key group who are more likely to make the shift is with the existing subscribers of ESPN+, the limited program content streaming platform Walt Disney launched in April 2018.

It has a 24.9 million subscriber base -- which dropped 300,000 in the most recent quarterly period. Currently it has a standalone price tag of $11.99, and can be bundled with Disney+ and Hulu for $16.99.

So for many that may be the key comparison to consider: A leap from $16.99 to $35.99 a month ($44.99 without ads) is a big move.

Existing ESPN cable TV network customers are expected to gain access to the new service for free, under pay TV operators “authentication” efforts -- all this to acclimate legacy TV viewers.

The marketing plan is taking shape with a “SportsCenter” tour -- as well as other activations to come. But it surely won’t end there. The ESPN transition for many will need a year-round marketing campaign -- perhaps with more bundling innovations to some, inside and outside Disney.