ESPN and Disney have launched the "Year of the Super Bowl," a massive, year-long marketing campaign designed to build momentum for the network's first-ever broadcast of the game in 2027 and maximize the value of its expensive NFL rights. The initiative will integrate the Super Bowl across the entire Disney portfolio, from its theme parks to its broadcast and streaming platforms.
The opening drive: The campaign kicked off immediately after Super Bowl LX with a symbolic on-air "Handoff" between ESPN veterans. The company followed with a barrage of content, led by a new "We're Going" ad spot that puts a modern spin on the classic "I'm Going to Disney World" tradition, packing it with over 60 characters from the Disney, Pixar, and Marvel universes.
Content all year: To maintain momentum, ESPN is rolling out new programming initiatives, including "I Scored a Touchdown," a weekly series profiling 61 players who have scored in the big game. The network also launched "The Biggest Game," a video podcast hosted by Jeremy Schaap that will revisit six decades of Super Bowl history.
Building the moat: The move is a clear signal of Disney’s strategy to dominate sports as it prepares to launch its flagship direct-to-consumer ESPN streaming service. "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 ESPN Chairman Jimmy Pitaro in a statement.
By transforming the Super Bowl from a single-day broadcast into an always-on narrative, Disney is creating an indispensable content engine designed to attract and retain subscribers, betting that its entire portfolio can justify the enormous cost of sports rights.
