Home / Business and Economy / Disney Preps for Super Bowl Return with Upfront Showcase of Content and Tech
Disney Preps for Super Bowl Return with Upfront Showcase of Content and Tech
22 Oct
Summary
- Disney to hold 3 upfront events showcasing ad-tech, sports, and overall content
- Company regains rights to broadcast Super Bowl after 2-decade absence
- Super Bowl ad inventory selling fast, with NBC declaring sell-out for 2026
In the lead-up to its first Super Bowl broadcast in more than two decades, Disney is taking an aggressive approach to its upfront sales process. The media giant plans to hold three separate events over the coming months to guide advertisers through its ad-tech capabilities, sports offerings, and overall content slate.
The first event, scheduled for January 7th, will focus on showcasing Disney's technology and data capabilities. This will be followed by a sports-centric showcase on March 24th, as the company prepares to sell advertising for Super Bowl LXI, set to take place on February 14th, 2027. Disney's usual late Tuesday afternoon event during the industry's annual "Upfront Week" will round out the company's upfront roadmap, with the final event scheduled for May 12th at New York's Javits Center.
The Super Bowl's return to Disney's ABC network could play a significant role in the company's upfront sales progress. NBC was able to declare a sell-out of its looming 2026 Super Bowl broadcast as early as September, underscoring the continued demand for the event's broad, simultaneous viewership. As streaming has eroded linear viewership in primetime, live sports have emerged as a powerful bulwark, with advertisers increasingly drawn to the platform.
