ESPN and Disney Launch the Road to Super Bowl LXI
Following Super Bowl LX, ESPN and Disney unveiled “We’re Going,” a high‑energy marketing campaign celebrating ESPN’s first Super Bowl broadcast in February 2027. The campaign debuted on Good Morning America and signals the official start of the network’s journey toward Super Bowl LXI.
The concept reimagines the iconic “I’m going to Disney World” tradition through a modern, ensemble lens. Instead of one champion making the declaration, more than 60 Disney characters unite around a shared destination: Super Bowl LXI in Los Angeles.
A Celebration of Disney Storytelling Power
The campaign opens with Buzz Lightyear and Woody, quickly expanding into a rapid series of cameos across the Disney universe. Appearances include characters from Star Wars, Marvel, Frozen, Moana, The Muppets, Zootopia, The Simpsons and Cars, among many others.
The final scene brings the characters together on the road to Los Angeles, reinforcing the scale of the moment. The spot blends animation and live‑action energy to mirror the excitement of a Super Bowl build‑up.
Inspired by a Four‑Decade Tradition
The campaign draws from the legendary phrase “I’m going to Disney World,” first declared by Phil Simms after Super Bowl XXI in 1987. Over the decades, the moment became a defining symbol of championship celebration.
Now, ESPN’s “We’re Going” reframes that tradition. Instead of celebrating a victory, it builds anticipation for the network’s first Super Bowl broadcast.
The Handoff: From ESPN to Disney Parks
“We’re Going” works because it blends sports history with Disney storytelling. It honors a phrase that defined Super Bowl celebrations for decades while shifting the focus toward ESPN’s next milestone.
More importantly, the campaign positions Super Bowl LXI as more than a single game. Instead, it becomes a year‑long journey powered by the reach of ESPN and the cultural weight of Disney’s characters.
With February 2027 on the horizon, the road to ESPN’s first Super Bowl has officially begun.
