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Disney Turns Super Bowl into a Year-Long Holiday Event
11 Feb
Summary
- Disney aims to make Super Bowl LXI a year-long celebration.
- Super Bowl LXI will air on Valentine's Day and President's Day weekend.
- Disney plans to leverage its various media brands for the event.
Disney is orchestrating a comprehensive, year-long celebration centered around Super Bowl LXI, scheduled for February 14, 2027. This ambitious plan aims to elevate the game into a national holiday event, coinciding with Valentine's Day and the subsequent President's Day federal holiday.
The company's strategy involves leveraging its extensive media portfolio, including ESPN and ABC, to broadcast the game. A key feature will be an "ManningCast" simulcast on ESPN2, offering commentary from Peyton and Eli Manning.
Disney seeks to tap into emerging football demographics, such as GenZ consumers and women, who are increasingly targeted by advertisers. The company has experience with tailored "alterna-casts," including versions for younger audiences.
Discussions are underway to integrate Super Bowl themes into other Disney properties, potentially linking narratives with shows like "The Bachelor" due to the Valentine's Day timing. This focus aligns with Disney's growing emphasis on live programming.
ESPN has already initiated promotional content, with personnel broadcasting from SoFi Stadium and "Good Morning America" featuring Super Bowl teasers and character appearances. A new series, "I Scored a Touchdown," highlights notable Super Bowl plays.
