Walt Disney Company’s cable network, Disney Channel, has signed a ten-year global sponsorship deal with McDonald’s.

The burger behemoth is the channel’s first ever corporate sponsor, providing 15-second messages to run before and after shows broadcast during the pre-school-targeted Playhouse Disney segment. Such spots cost McDonald’s an estimated $3 million.

The channel revealed it is looking for similar sponsorship deals, but insisted this did not mean it was accepting commercial advertising, which it has never run.

Data sourced from: AdWeek.com; additional content by WARC staff