Disney and ESPN have announced “The Year of the Super Bowl” initiative, with yearlong programming that includes the Disney parks, characters, storytelling, and more. This is Disney’s first major announcement connected to its Super Bowl storytelling for the year.

ESPN will produce its first Super Bowl in February 2027, and the company is preparing for the big game through a yearlong initiative with Disney and the NFL, intended to elevate the viewer experience.

The 12-month, multi-platform celebration marks one of the most ambitious cross-company initiatives in ESPN and Disney history, uniting the storytelling strength, innovation, and cultural reach of the companies. The Year of the Super Bowl” will serve as the unifying brand for how Disney rolls out Super Bowl-related moments across Disney Parks, ABC, ESPN, and other Disney platforms.

“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. 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. Across our platforms, screens, and parks, we’ll build momentum throughout the year toward Super Bowl LXI — a monumental event for sports fans everywhere and for ESPN.”

Jimmy Pitaro, ESPN Chairman

The Handoff

It immediately began after the 2026 Super Bowl game ended, with “The Handoff,” a 24-hour event that ended at Disneyland Park with the Super Bowl cavalcade. The initiative launches a “coordinated campaign that blends iconic moments, expansive content, and fan-first experiences — all building toward Super Bowl LXI on ESPN and ABC on February 14, 2027.”

“We’re Going”

Following Sunday’s Super Bowl LX, ESPN and Disney also unveiled “We’re Going,” a Disney character cameo-filled marketing campaign for ESPN’s inaugural Super Bowl, set for February 2027.

It debuted on Good Morning America on Monday, February 9, and reimagines the “I’m Going to Disney World” Super Bowl tradition, bringing together more than 60 characters from across the worlds of Disney, all in their familiar worlds and settings, united by a single destination: Super Bowl LXI.

61 Super Bowl Stories

There will also be a weekly series “I Scored a Touchdown,” which spotlights the stories of players who reached the end zone on the Super Bowl stage, offering 1–2-minute features that will appear across ESPN shows and platforms. ESPN will showcase 61 players ahead of Super Bowl LXI, with a new player unveiled mostly on a weekly basis over the next calendar year.

New York Giants wide receiver David Tyree — the 159th player to score a touchdown in the Super Bowl — was the first story featured. Best known for his iconic helmet catch in Super Bowl XLII, the series highlights Tyree’s often‑overlooked touchdown earlier in the fourth quarter that gave the Giants a 10–7 lead.

“The Biggest Game” Podcast

ESPN has also introduced a new weekly video podcast, “The Biggest Game,” hosted by Emmy-winning reporter Jeremy Schaap, which will feature a rotating lineup of distinguished guests. The series revisits six decades of unforgettable Super Bowl moments — from legendary quarterback performances and halftime spectacles to culture-shaping commercials and even the one year when the stadium lights famously went out.

The premiere episode, featuring Chris Berman, who has covered 44 consecutive Super Bowls, is available now; new episodes will begin rolling out weekly around the NFL Draft.

More Moments

As “The Year of the Super Bowl” unfolds, ESPN and Disney will continue to release new stories, celebratory moments, and creative activations. These include:

• Fresh narrative arcs and original content tied to key offseason moments
• Spotlight integrations at cornerstone league events, including the NFL Draft, Monday Night Football games, and more
• Expanded cross-company collaborations leveraging Disney’s characters, franchises, and platforms
• New programming and fan experiences unveiled surrounding and during the 2026-27 NFL season
• Content across every platform throughout the year

Are you excited to see what Disney and ESPN produce leading up to Super Bowl LXI? Let us know on social media.

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