ESPN has launched "The Year of the Super Bowl," a 12-month campaign building toward the network's first Super Bowl broadcast in February 2027.
The initiative kicked off immediately after Super Bowl LX with "The Handoff" at SoFi Stadium and Disneyland Park. Chris Berman, who has covered 44 consecutive Super Bowls, symbolically passed the torch to Scott Van Pelt during an on-air moment connecting the two stadiums.
What the Campaign Includes
The yearlong effort combines content, marketing, and fan experiences across ESPN and Disney platforms:
Weekly Content Series
- "I Scored a Touchdown" features 1-2 minute stories about players who scored in Super Bowl games, with 61 players profiled before Super Bowl LXI
- "The Biggest Game" video podcast hosted by Jeremy Schaap revisits six decades of Super Bowl moments
Cross-Platform Integration
- Programming from Disneyland Park featured First Take, SportsCenter, Super Bowl Live, and NFL Live
- Appearances by Super Bowl-winning quarterback Sam Darnold and Super Bowl MVP Kenneth Walker III
- Coverage across Good Morning America, World News Tonight, and Jimmy Kimmel Live!
"We're Going" Marketing Campaign
ESPN debuted a new commercial that reimagines the "I'm Going to Disney World" tradition from 1987. The spot features more than 60 Disney characters and personalities, all heading to Super Bowl LXI.
The campaign will continue throughout the year with content tied to NFL Draft, Monday Night Football games, and the 2026-27 season.
Super Bowl LXI Details
ESPN and ABC will broadcast Super Bowl LXI from SoFi Stadium on February 14, 2027. The game marks ESPN's first Super Bowl production in the network's history.
Jimmy Pitaro, ESPN Chairman, said the initiative "unites our Company's beloved brands with industry-leading storytelling and technology to showcase football's greatest stories, heroes, and moments."
Disney Advertising is offering brand partnership opportunities across ESPN, ABC, and Disney platforms throughout the campaign.
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