Disney and ESPN are all set to cover Super Bowl LXI. Just like other networks which have previously televised the game, Disney also hopes to make this the most-watched Super Bowl game ever. They would do so at the cost of bringing down their ad pricing.

According to Brian Steinberg at Variety, Disney previously told advertisers to pay $10 million for a 30-second advertisement during their telecast of Super Bowl LXI in 2027.

“Nobody was really jumping at that $10 million ask, or the ‘match’. That was unrealistic,” said one media buying executive, as reported by Steinberg.

Disney also wanted advertisers to spend an additional $10 million match for the inventory. Therefore, the high price tag made marketers step back from this huge marketing opportunity.

However, Disney appears to be willing to negotiate and get rid of its previous demands. Around 10 ad slots of 30-seconds each have been sold at $9 million. Disney is also welcoming counteroffers against the additional $10 million it sought for inventory. 

According to Mike Florio of Pro Football Talk, Disney is selling ads based on acceptable rates by the buyers. Additionally, viewership during the Super Bowl will be determined based on the teams involvement and the competition they bring to the field.

Steinberg further reported that the recent Super Bowl buyers come from AI, finance or pharmaceuticals industries, including new and non-traditional entrants. The already established marketers have been waiting for better terms.

Disney has not aired a Super Bowl since 2006 and now has made grand plans with the NFL. The game will be simulcast on ESPN and ABC, with an altcast on ESPN2 led by former QBs, Eli and Peyton Manning. 

Disney is leaving no stone unturned in creating an engaging marketing campaign ahead of the Super Bowl on February 14, 2027.

Disney’s Marketing Campaign for ESPN’s Inaugural Super Bowl

After the Super Bowl LX on February 9, ESPN and Disney unveiled their cameo-filled marketing campaign for the Super Bowl LXI in 2027. The campaign “We’re Going” is a reimagination of a 40-year-old Super Bowl tradition, “I’m going to Disney World”.

This creative concept draws inspiration from Phil Simms, the former quarterback of the New York Giants. After being named the Super Bowl MVP in 1987, he delivered the now iconic line, “I’m going to Disney World”.

The line and a series of appearances by several Disney characters set the tone for ESPN’s creative campaign. The characters include Buzz Lightyear, Iron Man, Frozen’s Elsa and Anna, Moana, R2-D2, and more.

“‘We’re Going’ is just the beginning of a year-long adventure to our first Super Bowl,” said Tina Thornton, Executive VP, Creative Studio and Marketing at ESPN. “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.”

With Disney’s storytelling power and ESPN’s sports reach, Super Bowl LXI is shaping up to be more than just a game, but a year-long exciting spectacle. 

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Written by

Naomi Grace

Edited by

Rishab Nandi