Disney & ESPN’s Super Bowl Strategy: A Year-Long Play for Fan Engagement
Disney and ESPN are embarking on “The Year of the Super Bowl,” a comprehensive, year-long initiative culminating in their first Super Bowl broadcast in February 2027. This isn’t just about a single game; it’s a strategic move to leverage the power of the Super Bowl to deepen fan engagement across all Disney platforms.
Beyond the Broadcast: A Multi-Platform Approach
The strategy extends far beyond the broadcast booth. Disney Advertising is offering a “suite of premium opportunities” for brand partners, integrating advertising across ESPN, ABC, and Disney’s wider portfolio. This includes custom content and cross-platform opportunities, aiming to connect brands with fans throughout the Disney ecosystem. Rita Ferro, Disney’s ads president, highlighted plans for “surround coverage” that aims to be unlike anything the Super Bowl has experienced before.
Reviving a Tradition: The “We’re Going” Campaign
Central to this strategy is the “We’re Going” campaign, a reimagining of the iconic “I’m going to Disney World” tradition. Debuting on Quality Morning America, the campaign features over 60 Disney characters united by their destination: Super Bowl LXI in Los Angeles. This leverages nostalgia although simultaneously promoting ESPN’s inaugural Super Bowl broadcast.
Content is King: New Programming & Fan Experiences
ESPN is already rolling out new programming to build anticipation. A weekly series, “I Scored a Touchdown,” will highlight 61 athletes leading up to the Super Bowl. Jeremy Schaap will host “The Biggest Game,” a new weekly podcast. This content strategy aims to preserve fans engaged throughout the year, fostering a sense of excitement, and anticipation.
The Handoff: Bridging the Gap Between Sports and Parks
Adding another layer to the campaign, ESPN is airing a 24-hour, multi-platform event called “The Handoff.” This event began at SoFi Stadium, the host of Super Bowl LXI, and continues at Disneyland Park, seamlessly blending the worlds of sports and Disney entertainment.
Advertising Opportunities & Long-Term Partnerships
Disney already has “over 67 multiyear deals…mostly anchored in football,” signaling a strong foundation for advertising revenue. The company is actively seeking to connect brands with fans, offering integrations, custom content, and cross-platform opportunities.
The Evolution of Super Bowl Marketing
This year-long approach represents a shift in Super Bowl marketing. Traditionally, the focus has been on the game itself and the commercials aired during it. Disney and ESPN are expanding that focus, creating a sustained narrative that builds excitement and engagement over an extended period. This strategy could set a new standard for how networks approach the Super Bowl in the future.
FAQ
Q: When is Super Bowl LXI?
A: February 14, 2027.
Q: Where is Super Bowl LXI being held?
A: SoFi Stadium in Los Angeles.
Q: What is “The Handoff”?
A: A 24-hour, multi-platform event that started at SoFi Stadium and continues at Disneyland Park.
Q: What is the “We’re Going” campaign?
A: A marketing campaign reimagining the “I’m Going to Disney World” tradition, featuring over 60 Disney characters.
Q: What new programming is ESPN offering?
A: “I Scored a Touchdown” and “The Biggest Game” podcast.
Did you know? The “I’m Going to Disney World” tradition began in 1987 with Phil Simms after Super Bowl XXI.
Pro Tip: Brands looking to capitalize on the Super Bowl should explore the cross-platform advertising opportunities offered by Disney Advertising.
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