The 2027 Super Bowl will mark a milestone in the history of sports broadcasting, as it will be the first time that ESPN, a company owned by Disney, broadcasts it. Additionally, the event will be aired simultaneously on ABC, representing a return of over a decade for the network. With this new approach, Disney is implementing an ambitious marketing campaign aimed at attracting a diverse audience using more than 60 recognized characters from its vast portfolio of intellectual property.
First announcement, one year earlier
The campaign, titled “We’re Going”, was initially launched with a 60-second ad during Good Morning America and is expected to continue its broadcast on Disney networks in the coming weeks. This strategy aims not only to captivate sports fans but also to invite families and general viewers to join in the celebration of the event, which is considered one of the biggest entertainment attractions worldwide.
The innovative approach of the campaign reinterprets the famous statement of the Super Bowl MVPs, where instead of players announcing their visit to Disney, it will be Disney characters who express their desire to attend the Super Bowl. According to Tina Thornton, executive vice president of ESPN, this effort aims to invite broader audiences, thus breaking the traditional barriers that have existed between entertainment and sports.
Disney’s contribution to this event will mean a significant investment in advertising during other major sporting events, such as the March Madness basketball tournament and the NFL Draft. Disney is committed to using its vast array of properties and the strength of its brand to maximize the audience of the Super Bowl, which already attracts hundreds of millions of viewers each year.