Bold claim: Disney is turning the Super Bowl into a full-year cultural phenomenon, not just a one-day event. Disney is set to broadcast Super Bowl LXI in 2027, with ESPN and ABC carrying the game, marking ESPN’s first time airing the Big Game after nearly five decades of live sports on the network. This isn’t a typical promotion—it's a year-long, cross-brand hype strategy designed to turn one football game into a continuous storytelling and fan-experience engine.
Key behind-the-scenes moves illustrate the scale. In Bristol, ESPN’s headquarters, a countdown clock has been ticking toward kickoff on February 14 of next year, signaling the start of a sustained countdown to the game. Andy Tennant, ESPN’s VP of Super Bowl production, explains that the Super Bowl is more than a sporting spectacle; it’s a major cultural moment, warranting a conversation that stretches well beyond game day.
The post-Super Bowl moment already happened in real time. After Super Bowl LX concluded, Chris Berman ceremonially handed off to Scott Van Pelt, with Berman at Levi’s Stadium and Van Pelt at SoFi Stadium, while ESPN studio shows noted from Disneyland in Anaheim—an early integration of Disney’s theme-park magic with NFL content.
The marketing push accelerated on Monday with a reimagining of the iconic “I’m going to Disney World!” line used by Super Bowl MVPs since 1987. The promotional spot titled “We’re Going” features more than 60 Disney characters and personalities announcing their own plans to attend the Super Bowl, effectively flipping the script on traditional athlete-centric MVP commercials.
According to Tennant, Disney’s portfolio of intellectual property (IP) gives them a vast, powerful toolset that they’re using to celebrate the game from the inside out, turning IP into a playful, fan-focused invitation rather than mere branding.
The campaign isn’t limited to ads. ESPN announced an expansive slate of Super Bowl–related content, including a series called I Scored a Touchdown that will spotlight every player who scores in the game, and a weekly podcast The Biggest Game hosted by Jeremy Schaap, with Chris Berman as the inaugural guest. Disney and ESPN promise more programming tied to major events like the NFL Draft, as well as fan experiences featuring Disney talent and characters across platforms.
Tennant clarifies the strategy: the plan is to talk about the Super Bowl all year long, leveraging storytelling and experiential formats across ESPN, ABC, and the broader Disney ecosystem to keep fans engaged long after the final whistle.
From a business perspective, Disney is creating a premium advertising ecosystem with opportunities to reach audiences across multiple touchpoints—broadcast, streaming, digital, parks, and experiential events—culminating in a robust suite of marketing options around the Big Game.
This initiative comes at a pivotal moment for Disney leadership under CEO Josh D’Amaro. Historically, only NBC, CBS, and Fox held NFL game rights at the Super Bowl level, with ABC last airing the game in 2006. Disney’s embrace of the Big Game signals a strategic shift, aligning the NFL with Disney’s storytelling prowess and audience-engagement engine.
In a formal statement, ESPN chairman Jimmy Pitaro emphasized that this is a year-long, fan-focused celebration built with the full strength of The Walt Disney Company and in collaboration with the NFL. The objective is to showcase football’s greatest stories, heroes, and moments like never before, across screens, venues, and experiences, and to generate momentum toward Super Bowl LXI that resonates with fans everywhere.
