Disney and ESPN Launch “We’re Going” Campaign for ESPN’s First Super Bowl Broadcast Next Year

The Walt Disney Company and ESPN have unveiled a new marketing campaign titled “We’re Going” in celebration of ESPN’s upcoming broadcast of the Super Bowl in 2027. This marks a major milestone for the network and an expansive promotional effort that combines Disney IP with sports.

The campaign debuted on Disney’s PR show “Good Morning America” and reimagines the longstanding Super Bowl tradition of the postgame phrase “I’m going to Disney World!”

Here is the commercial,

Tradition meets a new approach

The “We’re Going” spot weaves together more than 60 iconic characters from across Disney’s franchises in a rapid-fire creative sequence that ends with a collective journey toward Super Bowl LXI — scheduled for February 14, 2027, at SoFi Stadium in Inglewood, California.

Fan favorites appear throughout the ad, including Buzz Lightyear and Woody from “Toy Story”, “Frozen’s” Anna, Elsa, Olaf, and Kristoff, Iron Man, Darth Vader, Stitch, The Muppets, and characters from “Zootopia”. Even ESPN personalities and on-air talent like Joe Buck, Troy Aikman, Jason Kelce, and brothers Peyton and Eli Manning are featured in broadcast settings that tie both Disney magic and sports excitement together.

(Woody’s booty just made an appearance in a Super Bowl 2026 ad for Levi’s.)

That imagery draws inspiration from more than 40 years of Super Bowl lore, particularly the cultural staple of the “I’m going to Disney World!” line first uttered after Super Bowl XXI in 1987, a moment that helped bind America’s biggest football game with Disney’s parks and storytelling legacy.

Disney Marketing Leaders on the Campaign

Asad Ayaz, Chief Marketing and Brand Officer for The Walt Disney Company, said the campaign reflects both the heritage of the I’m going to Disney World tradition and the power of Disney’s brand portfolio.

“Few phrases are as instantly recognizable in sports as ‘I’m going to Disney World.’ This campaign brings together the scale of ESPN, the global power of Disney’s brands and characters, and the excitement of the Super Bowl.”

Tina Thornton, Executive Vice President, Creative Studio and Marketing at ESPN, added,

“We’re Going’ is just the beginning of a year-long adventure to our first Super Bowl. It sets the tone for how we’re approaching Super Bowl LXI — by bringing together the storytelling power of Disney with the scale, voice, and passion of ESPN. Together, it allows us to build momentum, create emotional connection, and bring fans with us every step of the way.”

ESPN’s broadcast of Super Bowl LXI represents a first for the network; traditionally, the big game has been shared among the major broadcast networks but not carried solely on ESPN. The 2027 game will be aired on both ESPN and ABC, the latter marking its first Super Bowl telecast since Super Bowl XL in 2006, while ESPN itself anchors the coverage as part of a new integrated approach to sports media.

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