The Walt Disney Company and ESPN have presented the first official marketing campaign towards Super Bowl LXI, which will be held on February 14, 2027 at the SoFi Stadium in Inglewood (California). The initiative, titled “We’re Going”, was presented after the closing of the last Super Bowl LX and marks the start of the countdown to the big sporting event.
Next year, Disney is going to the Super Bowl! pic.twitter.com/Yn8ABoYkgr
— ESPN (@espn) February 9, 2026
In the style of the classic franchise slogan "I'm going to Disney World," the campaign brings together **more than 60 iconic characters from Disney, Marvel, Star Wars, Pixar, and other franchises** who are "heading" to the Super Bowl in a series of commercials and promotional materials designed to capture the attention of both American football fans and family entertainment followers. Figures such as Buzz Lightyear, Darth Vader, Iron Man, Elsa, and Olaf, among others, appear in the spot alongside well-known sports commentators Joe Buck and Troy Aikman.
The initiative is part of an ambitious global promotion plan by Disney and ESPN for Super Bowl 2027, which includes broadcasts on multiple platforms such as Disney+, Hulu, ABC, and ESPN, as well as alternative signal versions like ManningCast and coverage in Spanish by ESPN Deportes. This approach not only recovers and reinvents an advertising tradition linked to the Super Bowl celebration but also reflects the strategic importance of ESPN's first broadcast of this event, reinforcing Disney's presence in one of the most-watched sporting spectacles in the world.
From Bad Bunny at the Super Bowl 2026 to the global boost of 2027
The performance by Bad Bunny in the halftime show of Super Bowl LX 2026 was not only historic for being performed almost entirely in Spanish —with guests like Lady Gaga and Ricky Martin and a show full of Latin cultural symbolism—, but it also set an audience record with 135.4 million viewers, becoming one of the most watched moments in the event's history.