ESPN Unveils Ambitious 'Year of the Super Bowl' Campaign
ESPN is approaching its inaugural Super Bowl broadcast with a long-term vision, far beyond a single night of coverage. The network, in collaboration with the National Football League and The Walt Disney Company, has officially launched "The Year of the Super Bowl." This extensive 12-month campaign commenced immediately after Super Bowl 60 and will continue through Super Bowl 61, scheduled for February 14, 2027, airing on both ESPN and ABC.
A Massive Cross-Company Endeavor
This initiative stands as one of the most significant cross-company projects in the histories of ESPN and Disney. It involves meticulously coordinated programming, activations at Disney theme parks, and integrated advertising inventory all centered around the premier sporting event. The scale of the campaign naturally prompts a critical question: Can football enthusiasts remain captivated by Super Bowl-related content for an entire year without experiencing brand fatigue?
Inside the Campaign Launch and Mechanics
The campaign officially began with a televised segment titled "The Handoff." This special broadcast served as a symbolic bridge from Super Bowl 60 to the upcoming Super Bowl 61. Legendary broadcaster Chris Berman appeared from Levi's Stadium in Santa Clara, California, the site of Super Bowl 60, and passed the coverage to colleague Scott Van Pelt at SoFi Stadium in Inglewood, California, the future host of Super Bowl 61.
ESPN then transformed this moment into a 24-hour activation event. Popular shows including SportsCenter, Super Bowl Live, First Take, and NFL Live were broadcast from Disneyland Park in Anaheim, California. This move directly linked NFL coverage to the powerful Disney theme-park experience.
"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," stated ESPN Chairman Jimmy Pitaro. "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."
Content as the Core Strategy
Original content forms the backbone of this ambitious plan. ESPN has introduced a new weekly short-form series called I Scored a Touchdown. This program will highlight 61 different players who have scored a touchdown in a Super Bowl, culminating just before the 2027 game kicks off. The series premiered with former New York Giants wide receiver David Tyree, famous for his iconic helmet catch in Super Bowl XLII.
Additionally, ESPN launched a weekly video podcast titled The Biggest Game, hosted by journalist Jeremy Schaap. The podcast will revisit six decades of Super Bowl history, examining not only on-field performances and halftime shows but also the off-field narratives that often dominate headlines. The inaugural episode featured Chris Berman, who has provided coverage for 44 consecutive Super Bowls.
Marketing Beyond the Die-Hard Fan
To promote the campaign's scale to a broader audience beyond dedicated NFL fans, Disney and ESPN developed a separate marketing initiative called "We're Going." This promotional spot reimagines the famous "I'm going to Disney World" line uttered by Super Bowl champions, now featuring a cavalcade of Disney characters, ESPN personalities, and ABC stars all declaring their journey to Super Bowl 61.
"Few phrases are as instantly recognizable in sports as 'I'm going to Disney World,'" remarked Asad Ayaz, Chief Marketing and Brand Officer of The Walt Disney Company. "This campaign brings together the scale of ESPN, the global power of Disney's brands and characters, and the excitement of the Super Bowl to create a shared moment that signals just how big this milestone is for our company and fans."
The "We're Going" campaign is part of a larger advertising strategy. Disney Advertising is offering cross-platform opportunities across ESPN, ABC, and other company properties. This provides brands a chance to associate with the Super Bowl buildup months in advance, rather than competing for the traditional 30-second commercial slots during the game itself.
"'We're Going' is just the beginning of a year-long adventure to our first Super Bowl," said Tina Thornton, ESPN's Executive Vice President of Creative Studio and Marketing. "It sets the tone for how we're approaching Super Bowl LXI, by bringing together the storytelling power of Disney with the scale, voice, and passion of ESPN."
Future Plans and Long-Term Engagement
Throughout the 2026-27 NFL season, fans can anticipate additional programming, special events at Disney parks, and integrations around key NFL tentpole events like the draft and Monday Night Football. ESPN, Disney, and the NFL are collectively betting that "The Year of the Super Bowl" will successfully maintain fan engagement for twelve full months, ensuring that excitement remains high for the kickoff in Los Angeles.
