Posted by Dancing With the Stars Has Too Many Would-be Sponsors
It seems everyone wants to appear on Dancing With the Stars, and not just judges or contestants.
It’s the marketing problem every brand would like to have. Never mind vying to attract advertisers. Dancing With the Stars has more would-be sponsors than they can handle. Why are so many brands dancing to the tune of this reality show?
The hit dance competition is waltzing into its 35th season, after debuting on ABC in June of 2005. Twenty one years later, the smash show is boasting a record number of sponsors as it heads into the 2026 season. With four season-long sponsors and seven custom sponsors, the brand is seeing the most advertising interest it’s ever had, and revenue that’s up five times year over year.
Its advertisers are as diverse as the dances showcased in the competition. With season-long sponsors represented by AT&T, Paris Baguette, Sephora, and Olipop, the seven custom sponsors include financial services brand Thrivent, the upcoming new release Cat in the Hat, Gatorade, and Panera among several others.
One of the draws is the opportunity to incorporate a “custom dance” as part of the show. Several brands will be doing so this season, including Gatorade, Cat in the Hat, and Thrivent. On evening one of this season’s premier, a Paris-themed routine paid tribute to sponsor, Paris Baguette.
Another reason is the massive viewership. Season 34 last year reached more than 9 million viewers by the time of the finale, and more than 72 million votes were cast. Even more astonishing, these figures reflect a 125 percent increase over season 33. Those are numbers to excite most brands.
John Campbell, a senior vice president at Disney Advertising, said even while they were still assembling Season 35’s cast, they already faced the challenge of having too much brand interest.
“Even before the cast announcement…we actually at one point had to take an inbound pause with our production partners because we just needed time to be able to figure out who we can and can’t take,” he said. Dancing With the Stars is owned by The Walt Disney Company through its subsidiary, Buena Vista Television.
The popular reality series owes much of its success in recent years to younger audiences who are engaging with the series on social media. The celebrity factor, a combination of nostalgia as well as fresh faces, and the glamor of impressive choreography and lavish costumes all contribute to its appeal. The live voting element adds another component of excitement and suspense.
While brands scramble to get on the lineup, Dancing With the Stars continues to kick up its heels over plenty of sponsorship and viewers. Can they keep up the pace? Read more.