Disney’s Gamble
What can Disney’s move to sportsbetting teach us about purpose?
Disney has been slowly but firmly moving into sportsbetting in the US via ESPN, and it’s ruffling some feathers. Understandably.
If it were any other company, people wouldn’t blink an eye. But when it comes to Disney, it can feel sticky – and that’s because we might intuitively feel it’s not ‘on purpose’.
So what is Disney’s purpose?
At its core, it’s to bring happiness to millions.
Disney brings their purpose to life through their experiences, including Disneyland, Disney+, Lucasfilms, Lifetime, Pixar, The History Channel, and ESPN – just to name a few.
So how does sportsbetting fit into the picture?
Wallstreet writer, Daniel Kline, said it best:
“Disney still serves families -- that's its core audience -- but families include moms and dads who drink and gamble. The CEO seems to understand that and commented on the company's gambling future during its fourth-quarter earnings call.”
"While multiplatform television and streaming will continue to be the foundation of sports coverage for the immediate future, we believe the opportunity for The Walt Disney Company goes well beyond these channels. It extends to sports betting, gaming, and the metaverse," he said.
Here’s what we’ve learned from this.
Disney’s purpose has been largely unchanged for almost 70 years. That kind of longevity is unprecedented in the purpose-led business world.
Disney represents family values, but family values are changing.
For Disney, the true ‘Purpose’ test will come down to how they enter the space. There are different ways to do sportsbetting, and only some of them will feel values-aligned.
Ask yourself: how are people interpreting your purpose?
