ESPN unveils “Year of the Super Bowl” ahead of first-ever Super Bowl production in 2027
ESPN has announced the launch of “Year of the Super Bowl,” a comprehensive, yearlong celebration leading up to ESPN’s inaugural production of the Super Bowl scheduled for February 14, 2027. This initiative is a collaborative effort involving ESPN, Disney and the NFL, aimed at enhancing the Super Bowl experience through innovative content, iconic moments and fan engagement across multiple platforms and venues including ESPN, ABC, and Disney parks.
Launch and Kickoff Event: “The Handoff”
The celebration began immediately after Super Bowl LX with a symbolic event called “The Handoff,” which featured ESPN legend Chris Berman handing off to Scott Van Pelt. This moment linked Super Bowl LX at Levi’s Stadium with the upcoming Super Bowl LXI at SoFi Stadium, with Van Pelt hosting from the future venue. The kickoff included broadcasts of SportsCenter and newly-created Super Bowl Live from SoFi Stadium, followed by additional programming from Disneyland, such as First Take and NFL Live, creating a unified 24-hour event that connected broadcast, storytelling and fan experiences.
Highlights of “The Handoff” included a journey connecting fans from San Francisco to Los Angeles, visits from Super Bowl champions Sam Darnold and Kenneth Walker III, the debut of new legacy content like “60 Super Bowl Images in 60 Seconds,” and expanded ABC programming featuring personalities such as Seahawks coach Mike Macdonald.
Yearlong Storytelling and Content Initiatives
ESPN’s storytelling efforts will feature a weekly series titled “I Scored a Touchdown,” which profiles 61 players who have scored touchdowns in Super Bowls, with the first story focusing on David Tyree, famed for his helmet catch but also recognized for a critical touchdown in Super Bowl XLII. Additionally, ESPN introduced a weekly video podcast, “The Biggest Game,” hosted by Jeremy Schaap, revisiting six decades of memorable Super Bowl moments, including player performances, halftime shows, commercials and notable events like the stadium blackout. The premiere episode features Berman, noted for covering 44 consecutive Super Bowls.
Upcoming Fan Experiences and Collaborations
Throughout the year, fans can expect new narrative content tied to key NFL offseason moments, integration at major league events such as the NFL Draft and Monday Night Football, and expanded collaborations leveraging Disney’s franchises and platforms. New programming and fan experiences will be unveiled during the 2026-27 NFL season, with content available across all ESPN and Disney platforms, aiming to build excitement and cultural relevance leading up to Super Bowl LXI.
Marketing Campaign: “We’re Going”
ESPN and Disney launched a high-energy marketing campaign titled “We’re Going,” which debuted on Good Morning America. This campaign reimagines the classic “I’m Going to Disney World” tradition, featuring over 60 Disney characters and major personalities converging on Super Bowl LXI. The campaign sets an energetic tone for the year and highlights the integration of tradition, storytelling and spectacle on the path to the 2027 Super Bowl.
Advertising Opportunities
Disney Advertising plans to offer premium opportunities for brand partners throughout the “Year of the Super Bowl,” including innovative integrations, custom content, live events and cross-platform visibility connected to the Super Bowl and significant NFL moments. This initiative provides brands with unique access to Disney’s extensive ecosystem, leveraging tentpole live events as cultural touchpoints throughout the year.
