Super Bowl LXI Gets the Star Treatment at Disney Upfronts

ESPN’s first Super Bowl, happening in February 2027, is predictably getting super treatment by the network—and then some.

The upcoming Super Bowl LXI, set for SoFi Stadium, was a central element of parent company Disney’s upfront presentation to advertisers late Tuesday in New York. Even for a network rarely known for doing anything in half-measures, the NFL title game is commanding heightened focus across the company.

Among the Super Bowl–related elements part of the upfront event:

• NFL commissioner Roger Goodell made an onstage appearance for the network—something he hasn’t done for the league’s other rights holders, even as they’ve gained additional game broadcast windows. Goodell and Monday Night Football announcer Joe Buck also heralded the large-scale equity deal that closed earlier this year and saw the NFL become an ESPN investor, while ESPN now oversees the NFL RedZone distribution and merged the NFL’s fantasy football operations with its own.
• ESPN is developing an “expansive beachfront broadcast center” at the famed Santa Monica Pier near Los Angeles. The effort, also described as a “state-of-the-art content home” will serve as both a site of several Super Bowl–related shows and a fan destination during the week leading up to the Feb. 14 game. ESPN trumpeted the effort with an onstage appearance by a large collection of Super Bowl Most Valuable Players, including Peyton and Eli Manning, Steve Young, Emmitt Smith, and Jerry Rice, among others.

“With the 61st pick of the Super Bowl, the NFL selects ESPN,” Goodell said, mimicking his typical podium cadence from the NFL Draft.

These latest efforts supplement the existing corporate focus on the upcoming Super Bowl—something that deeply involves Disney’s entertainment and experiences divisions.