The Countdown Begins: Disney & ESPN Kick Off “The Year of the Super Bowl” Buckle up, fans. We aren’t just looking at a game; we’re looking at a 12-month cultural takeover.
Today, ESPN and The Walt Disney Company officially pulled back the curtain on “The Year of the Super Bowl.” This isn’t your standard marketing hype; it’s a massive, company-wide marathon building toward a historic milestone: ESPN’s first-ever Super Bowl broadcast in February 2027.
From the mid-century charm of Main Street, U.S.A. to the high-tech sidelines of SoFi Stadium, Disney is ready to prove that when it comes to the Big Game, they aren’t just broadcasting it; they’re living it.
A Unified Vision: One Brand, One Goal
While the initiative is led by the sports titans at ESPN, “The Year of the Super Bowl” is designed to be a “unifying brand” across the entire Disney ecosystem. Whether you’re watching ABC, scrolling through Disney+, or walking through a Disney Park, the road to Super Bowl LXI will be woven into the fabric of the fan experience.
“This fan-focused initiative unites our Company’s beloved brands with industry-leading storytelling and technology to showcase football’s greatest stories, heroes, and moments like never before,” said Jimmy Pitaro, Chairman of ESPN. “Across our platforms, screens, and parks, we’ll build momentum throughout the year toward Super Bowl LXI.”
“The Handoff”: From San Francisco to Los Angeles
The celebration kicked off with a symbolic passing of the torch. Chris Berman, the legendary face of NFL coverage, joined Scott Van Pelt for “The Handoff”—a transition from Super Bowl LX in San Francisco to the site of next year’s game: SoFi Stadium.
The momentum shifted immediately to Disneyland Park, where a star-studded set hosted First Take and NFL Live. Fans even got a glimpse of Super Bowl royalty, with appearances by Super Bowl-winning QB Sam Darnold and MVP Kenneth Walker III.
365 Days of Content
Disney isn’t waiting until next January to start the party. Here is what you can expect to see popping up across your screens:
- “I Scored a Touchdown”: A weekly series featuring 61 legendary players who found the end zone on the biggest stage. (The series kicked off with David Tyree and his legendary Super Bowl XLII heroics.
- “The Biggest Game” Podcast: Hosted by Jeremy Schaap, this series dives into six decades of Super Bowl history, from iconic halftime shows to the year the lights went out in the Superdome.
- “We’re Going” Campaign: A high-octane marketing spot that reimagines the “I’m Going to Disney World!” tradition. Keep an eye out for over 60 Disney characters and personalities making their way toward the Super Bowl LXI destination.
What’s Next for Fans?
The beauty of this rollout is the “slow-burn” approach. Disney plans to integrate Super Bowl themes where they fit naturally—so don’t worry about being overwhelmed.
| Timeline | What to Watch For |
| Summer 2026 | Special programming and fan-focused moments tied to the NFL season kickoff. |
| Fall 2026 | ABC entertainment shows and Disney Parks will debut authentic, brand-specific Super Bowl integrations. |
| Winter 2027 | The grand finale: Super Bowl LXI on ESPN and ABC, February 14, 2027. |
The “Year of the Super Bowl” is officially underway. Whether you’re a die-hard stat-head or just here for the Disney magic, it’s going to be a wild ride to February 2027.
The Countdown Begins: Disney & ESPN Kick Off “The Year of the Super Bowl”
