Get ready for a game-changing moment in sports broadcasting! Disney is about to take center stage at the Super Bowl, and they're pulling out all the stops!
For almost half a century, ESPN has been a staple in American households, bringing live sports action to our screens. Yet, surprisingly, they've never had the privilege of broadcasting the Super Bowl. But mark your calendars, because in 2027, that's all about to change.
The Walt Disney Company is gearing up for a massive Super Bowl blitz, and they're calling it 'The Year of the Super Bowl.' Andy Tennant, the VP of Super Bowl production at ESPN, shared his excitement with The Hollywood Reporter, emphasizing the magnitude of this opportunity. He said, "The Super Bowl is not just a sporting event; it's a cultural phenomenon. We aim to create a year-long conversation around it."
And they've already kicked things off! Right after Super Bowl LX concluded on Sunday, Chris Berman ceremoniously passed the torch to Scott Van Pelt, setting the stage for Disney's grand entrance. Berman was at Levi's Stadium for Super Bowl XL, while Van Pelt will be at the upcoming Super Bowl LXI's home, SoFi Stadium, broadcasted on ESPN and ABC. Even select ESPN studio shows will be originating from the magical Disneyland in Anaheim.
But here's where it gets controversial... Disney is leveraging its iconic 'I'm going to Disney World!' phrase, traditionally used by Super Bowl MVPs, in a brilliant marketing twist. The new spot, 'We're Going,' features over 60 beloved Disney characters and personalities, declaring their excitement for the Super Bowl. Tennant explains, "We're flipping the script on our incredible IP collection. Our characters are celebrating their journey to the Super Bowl."
And that's just the tip of the iceberg! On Wednesday, ESPN announced an extensive content slate centered around the Super Bowl. From a series called 'I Scored a Touchdown,' highlighting every player who's ever scored in the NFL's biggest game, to a weekly podcast, 'The Biggest Game,' hosted by Jeremy Schaap (with Berman as the first guest), Disney is leaving no stone unturned.
So, what's next? Tennant reveals their strategy: "We plan to talk Super Bowl all year, utilizing our storytelling expertise across ESPN, ABC, and the Walt Disney Company."
Disney's Advertising division is also gearing up with "a suite of premium opportunities" for marketers to tap into, leading up to the Big Game.
This is a significant milestone for Disney, especially under the leadership of CEO Josh D'Amaro. For decades, only NBC, CBS, and Fox have had the honor of broadcasting the Super Bowl. ABC's last turn was in 2006.
ESPN chairman Jimmy Pitaro summed it up, "In collaboration with the NFL, ESPN is embarking on a year-long Super Bowl celebration. Our fan-focused initiative will showcase football's greatest stories and heroes across our platforms and parks, building momentum towards Super Bowl LXI. It's a monumental event, and we're thrilled to be a part of it."
Are you excited for Disney's Super Bowl takeover? What do you think of their innovative marketing strategies? Share your thoughts in the comments! We'd love to hear your predictions and opinions on this historic moment in sports broadcasting!
