Walt Disney has secured a record nine billion in advertiser pledges for fiscal 2022-23, as demand increases to cover live events and the next phase of announcements from the Disney+ streaming platform.

Disney+, ESPN+ and Hulu got 40% of the total commitments, Disney said Monday.

Media power has doubled at live and sporting events after a pandemic-induced downturn in an attempt to dampen advertising sales that are under pressure from high inflation and geopolitical instability.

Rival NBC Universal has closed initial advertising commitments exceeding seven billion dollars for the next fiscal year.

In the past year and a half, Disney has expanded its rights to the National Football League (NFL), Wimbledon, and the Australian Open. It has also renewed the rights to the popular FA Cup and more on ESPN+.

Last week, it said it would increase the subscription rate for ESPN+ on 43% to $9.99 per month starting August 23.