Why the Disney+ move into football is a storytelling play

Live sport is entering a new chapter, and Disney isn’t sitting on the sidelines. The company is bringing top-flight Spanish football, La Liga, to UK and Irish audiences, signalling its ambitions in European football streaming. However, the really exciting development is Disney+’s May acquisition of the UEFA Women’s Champions League (UWCL) rights, marking its first major move into women’s football. This move highlights a long-term strategy rather than a passing experiment. Disney’s Q3 earnings revealed a key insight into that strategy: the company no longer sees a divide between streaming and traditional TV. That shift makes football, and the women’s game in particular, a natural fit for its platforms and its brand.

This move marks a natural evolution for a company built on the art of storytelling. Disney+ is tapping into the universal drama that football delivers - the tension, the rivalries and the triumphs against the odds. By using its data to shape more tailored fan experiences, the platform can make watching feel personal and relevant. By placing the UWCL at the heart of this push, Disney+ is choosing to tell stories that matter, ones shaped by women’s leadership and cultural change, and by making matches available to all Disney+ subscribers without an additional fee, the brand is investing in accessibility and emotional loyalty, reinforcing its bond with new and existing subscribers.

Champions off the pitch

The UWCL showcases leadership at every level of the sport, on and off the field. From players breaking records and setting new standards, to managers and administrators steering clubs and competitions, women are increasingly defining football’s future. Presence at every level challenges old hierarchies and inspires the next generation of fans and players. 

Leadership in the game creates compelling narratives: rivalries, triumphs, setbacks, and breakthroughs all become richer when the protagonists are shaping the story themselves. By shining a light on these journeys, Disney+ turns football into a stage where human drama and resilience take center stage. Demonstrating that leadership and representation in sport, like in media, drive loyalty, trust, and create a lasting connection with audiences.

There is no paywall for passion

Disney’s decision to make this competition available to all Disney+ subscribers, without an additional fee, sends a clear message that access matters. In a streaming market where premium sports content is often locked behind extra subscriptions, setting Disney+ apart.

In this context, loyalty grows from alignment with audience values rather than discounts or exclusive deals. By removing barriers to watch, Disney+ is signalling that it sees the women’s game as integral to its offering, not a niche add-on. This strengthens emotional loyalty, the kind that turns casual viewers into long-term advocates.

Loyalty built on shared values and emotional connection runs deeper and lasts longer than loyalty driven purely by price or perks. By championing accessibility and representation in sport, Disney+ is fostering the type of audience relationship that can endure beyond streaming a single season.

The purpose payoff 

Disney+ is approaching live sport with the same storytelling expertise that drives its films and franchises. Matches are framed cinematically, through promos, documentaries, and player origin stories, turning each game into a narrative that can resonate beyond the pitch. Cross-promotion with Disney’s wider storytelling universe creates natural touchpoints for audiences, while behind-the-scenes content and player-focused features humanise the athletes, and help sustain fan engagement between matches and seasons, keeping subscribers consistently invested.

The UWCL is a fast-growing, under-leveraged space, offering sponsorship opportunities that align naturally with Disney’s brand values. Live sport drives engagement while keeping subscribers invested in the platform, and representation in sport reinforces Disney’s cultural relevance. Showcasing women leaders on and off the pitch signals inclusivity, attracts and engages newer and long time audiences. In turn, strengthening the audience to streamer connection. 

Playing the story

Disney+’s approach to the UWCL could redefine how media companies value and invest in women’s sport. By pairing accessibility with cinematic storytelling, the platform can frame each match as more than a game, a narrative full of tension, triumph, and human drama.

The ripple effects could be substantial, increased funding for clubs and players, greater visibility for women’s competitions, and stronger support at grassroots level. By treating sport as a storytelling medium, Disney+ shifts the audience experience from passive viewing to emotional engagement, turning fans into participants in the journey.

In embracing narrative-driven sport, representation, and inclusivity, Disney+ turns football into a lived, celebrated, and shared experience. Sports account for 24% of new paid TV subscriptions, according to Worldpanel by Numerator, highlighting how compelling content like the WCL can attract new audiences while keeping existing subscribers engaged. Purpose, cultural relevance, and commercial growth converge, proving that the most compelling stories can also drive lasting loyalty.

Natalie Reid is head of loyalty at BBD Perfect Storm