ESPN Launches 'Year of the Super Bowl' to Extend Big Game Coverage

Network plans extensive promotion and programming across ESPN, ABC and Disney stations leading up to Super Bowl 61.

Feb. 11, 2026 at 10:15am

Got story updates? Submit your updates here. ›

ESPN is planning to make the Super Bowl a year-round experience instead of just a one-day event. The network, which will broadcast the Super Bowl for the first time, unveiled plans for 'Year of the Super Bowl,' which will feature extensive promotion and programming across ESPN, ABC and Disney stations in the lead-up to Super Bowl 61 in 2027.

Why it matters

This marks the first time a 24/7 sports network will hold the rights to broadcast the Super Bowl, giving ESPN a unique opportunity to engage fans with the big game throughout the entire year. The cross-company initiatives aim to build momentum and excitement for the Super Bowl across Disney's various platforms and properties.

The details

ESPN's plans include a variety of new content and marketing campaigns, such as 'The Handoff' coverage, the 'We're Going' 60-second spot featuring Disney characters and ESPN/ABC personalities, the 'I Scored a Touchdown' series spotlighting past Super Bowl touchdown scorers, and the 'The Biggest Game' podcast hosted by Jeremy Schaap. These efforts will debut throughout the NFL offseason and ramp up closer to Super Bowl 61.

  • The 'Year of the Super Bowl' initiative began on Sunday, February 12, 2026 with 'The Handoff' coverage.
  • Super Bowl 61 is scheduled to take place on February 14, 2027 at SoFi Stadium in Los Angeles.

The players

Andy Tennant

ESPN's vice president of Super Bowl planning.

Jimmy Pitaro

ESPN chairman.

Got photos? Submit your photos here. ›

What they’re saying

“I never thought I'd have the opportunity to work on an ESPN Super Bowl, and I know so many of my colleagues who have been here as long as I have or even longer would say the same thing.”

— Andy Tennant, ESPN's vice president of Super Bowl planning

“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 61 — a monumental event for sports fans everywhere and for ESPN.”

— Jimmy Pitaro, ESPN chairman

What’s next

ESPN plans to debut additional content and marketing campaigns throughout the NFL offseason leading up to Super Bowl 61 in February 2027.

The takeaway

ESPN's 'Year of the Super Bowl' initiative represents a significant shift in how the network will approach and promote the biggest event in American sports. By extending coverage and engagement beyond just the game day, ESPN aims to build anticipation and excitement for the Super Bowl across its various platforms and properties, creating a year-round experience for fans.