Disney Kicks Off 2027 Super Bowl Blitz on ESPN and ABC

The media giant is going all-out to promote its first Super Bowl broadcast in over 20 years.

Published on Feb. 12, 2026

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ESPN will televise the Super Bowl for the first time in 2027, and Disney is launching a year-long promotional campaign to build excitement. The company is planning a slew of Super Bowl-themed content, events, and fan experiences across its ESPN, ABC, and Disney platforms, aiming to create "a year-long conversation" around the big game.

Why it matters

This marks a major milestone for ESPN, which has never before broadcast the Super Bowl in its 47-year history. It also represents a significant opportunity for Disney to leverage its vast portfolio of intellectual property and talent to drive engagement around the NFL's championship game.

The details

Disney's plans include a countdown clock at ESPN's Bristol headquarters, a "We're Going" marketing campaign featuring over 60 Disney characters, a new series called "I Scored a Touchdown," and a weekly podcast "The Biggest Game." The company also promises more content and fan experiences around events like the NFL Draft, all leading up to Super Bowl LXI.

  • ESPN has been televising live sports for nearly 50 years, but has never had the rights to the Super Bowl until 2027.
  • Disney's promotional campaign kicked off immediately after Super Bowl LX on February 12, 2026.
  • Super Bowl LXI, which will air on ESPN and ABC, is scheduled for February 14, 2027.

The players

The Walt Disney Co.

The media conglomerate that owns ESPN, ABC, and a vast portfolio of intellectual property that it plans to leverage for its Super Bowl promotion.

Andy Tennant

VP of Super Bowl production for ESPN, who is overseeing the company's year-long promotional campaign.

Jimmy Pitaro

Chairman of ESPN, who announced the company's "fan-focused initiative" to showcase the Super Bowl across Disney's platforms.

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What they’re saying

“The idea for us was the Super Bowl is such a massive opportunity, it's a It's not just a sporting event, it's a massive cultural event. And so we're actually approaching the Super Bowl in a way where we want to create a year long conversation.”

— Andy Tennant, VP of Super Bowl production for ESPN (The Hollywood Reporter)

“With the full strength of The Walt Disney Company and in collaboration with the NFL, ESPN has embarked on a year-long Super Bowl celebration. 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. Across our platforms, screens, and parks, we'll build momentum throughout the year toward Super Bowl LXI — a monumental event for sports fans everywhere and for ESPN.”

— Jimmy Pitaro, Chairman of ESPN (ESPN)

What’s next

Disney and ESPN plan to continue rolling out Super Bowl-themed content and fan experiences throughout 2026, leading up to the big game on February 14, 2027.

The takeaway

Disney's aggressive promotion of the 2027 Super Bowl on ESPN and ABC represents a major opportunity for the media giant to leverage its vast intellectual property and reach to drive engagement around the NFL's championship game. This campaign underscores the cultural significance of the Super Bowl and Disney's ambition to make the most of its first Super Bowl broadcast in over two decades.