ESPN and Make-A-Wish Extend 20-Year 'My Wish' Series with New Season
Event summary
- ESPN and Make-A-Wish America celebrate the 20th anniversary of their 'My Wish' series, which has featured nearly 100 wish stories since its debut in 2006.
- The new season airs July 19–23, 2026, on SportsCenter, showcasing five children with critical illnesses meeting their sports heroes.
- Make-A-Wish and Disney have partnered for over 45 years, granting more than 175,000 wishes, with Disney being the largest wish-granter for Make-A-Wish.
The big picture
The 'My Wish' series exemplifies a rare two-decade media-nonprofit collaboration that transcends traditional advertising, blending sports storytelling with philanthropy. While ESPN benefits from positive brand association and audience loyalty, Make-A-Wish gains unparalleled visibility for its mission. The partnership underscores the growing trend of corporations aligning with social causes to deepen emotional connections with consumers.
What we're watching
- Partnership Longevity
- Whether ESPN and Make-A-Wish can sustain the series' impact and viewership over the next decade amid shifting media consumption habits.
- Brand Engagement
- How athletes and sports teams leverage their participation in 'My Wish' to enhance their public image and fan engagement.
- Fundraising Impact
- The pace at which the series drives donations and awareness for Make-A-Wish, given its long-standing emotional resonance with audiences.