Disney Signs $100M Creator Dude Perfect

The Walt Disney Co. has signed a company-wide creative partnership with Dude Perfect, a sports-focused digital creator group. The deal will see Dude Perfect content come to Disney+, including some of the group's library shows, as well as original content inspired by Disney events such as Super Bowl LXI, the 50th anniversary of Star Wars, and Marvel Studios’ Avengers: Doomsday.

Dude Perfect was founded in 2009 by Tyler Toney, Coby Cotton, Cory Cotton, Garrett Hilbert, and Cody Jones, and has since grown into a fully-fledged studio with an 80,000-square foot facility in Frisco, Texas. The group raised $100 million from Highmount Capital in 2024 to help kickstart its growth.

Asad Ayaz, Disney’s chief marketing and brand officer, said that Disney has always been a place where great storytellers come to create, and Dude Perfect brings a distinctive voice and an inventive approach to everything they do. The deal builds on the two companies' existing relationship, which has seen collaborations such as the video “Going to Every Disney Park in 75 Hours”.

The partnership is part of Disney's efforts to integrate digital creators into its entertainment strategy. Disney has inked deals with creators like Dhar Mann and Like Nastya, and also has a deal with TikTok that will bring some short-form content to Disney+. The deal with Dude Perfect marks a significant step in this effort, and will see the group create original content for Disney+ and other platforms.

## Why it matters The deal represents a significant step in Disney’s efforts to push further into the digital creator ecosystem. By partnering with popular creators like Dude Perfect, Disney is able to reach new audiences and create new content that is inspired by its existing events and franchises. The deal also highlights the growing importance of digital creators in the entertainment industry, and the need for traditional media companies to adapt to changing consumer habits.

The partnership will also allow Dude Perfect to leverage Disney's expertise in live events and products, areas that the group has been looking to expand into. With its 80,000-square foot facility in Frisco, Texas, Dude Perfect is well-positioned to create new and innovative content that will appeal to Disney's vast audience.