ESPN officially launched its 'Year of the Super Bowl' campaign for Super Bowl 61, featuring a 90-minute special from SoFi Stadium and a new podcast hosted by Jeremy Schaap.
Super Bowl 61 is scheduled for February 14, 2027, at SoFi Stadium in Los Angeles, marking the inaugural time ESPN serves as the primary broadcast rights holder for the NFL’s championship game. To commemorate this milestone, the network initiated its 'Year of the Super Bowl' campaign on Wednesday, a cross-platform endeavor involving ABC, Disney, and ESPN. The promotional cycle officially began Sunday night with a segment titled 'The Handoff,' featuring Chris Berman reporting from the site of Super Bowl 60 in Santa Clara. Immediately following that broadcast, Scott Van Pelt anchored a 90-minute wrap-up show live from the field at SoFi Stadium to bridge the gap between the 2026 and 2027 seasons.
Jeremy Schaap debuted 'The Biggest Game' podcast this week, a weekly audio series designed to explore the history and cultural impact of the NFL finale. The first episode featured an interview with Chris Berman, who has covered 44 consecutive Super Bowls throughout his career. This podcast will release new installments every week leading up to the NFL Draft in April, serving as a pillar of the network's offseason content strategy. Complementing the audio programming is a 60-second television commercial titled 'We're Going,' which features a montage of Disney characters alongside ESPN and ABC personalities. This marketing asset is intended to demonstrate the unified reach of the Walt Disney Company’s various entertainment and sports divisions.
Jimmy Pitaro, Chairman of ESPN, stated that the initiative will utilize every available screen, platform, and even physical locations like theme parks to build anticipation for the 2027 kickoff. A specific content series titled 'I Scored a Touchdown' launched on Sunday, aiming to profile 61 different players who have recorded a touchdown in the history of the game. The first installment of this series highlighted former New York Giants wide receiver David Tyree, famous for his 'Helmet Catch' in Super Bowl XLII. By focusing on these 61 individual scoring moments, the network plans to weave a continuous narrative of football history over the next twelve months.
Andy Tennant, ESPN Vice President of Super Bowl Planning, noted that the company feels a distinct responsibility as the first 24/7 sports network to manage the broadcast rights for this event. Tennant, who has been with the organization for decades, described the upcoming broadcast as a pinnacle moment for the staff and the brand alike. The production strategy involves leveraging industry-leading technology to present NFL stories through a lens that integrates Disney’s storytelling heritage. This approach ensures that the lead-up to the February 14th game remains a constant presence across all Disney-owned cable and broadcast stations.
SoFi Stadium will host its second Super Bowl in 2027, having previously served as the venue for Super Bowl LVI. The 'Year of the Super Bowl' promotion is designed to maintain fan engagement during the traditional NFL offseason by providing historical context and expert analysis. Marketing efforts will continue to evolve throughout the summer and fall, with additional specials planned to coincide with training camps and the start of the regular season. The network's goal is to transform the championship from a one-day television broadcast into a 365-day multimedia experience that captures the attention of global sports fans.
As the NFL Draft approaches, the 'Year of the Super Bowl' branding will be integrated into the live coverage of the event in April. This ensures that the road to Los Angeles is highlighted during every major milestone of the league calendar. The collaborative effort between Disney’s creative teams and ESPN’s editorial staff represents a significant shift in how the Super Bowl is marketed to the public. By utilizing the '61' theme to match the game's Roman numeral designation, the network creates a cohesive visual and narrative identity for all related programming.
The 90-minute special hosted by Van Pelt served as a technical rehearsal of sorts, showcasing the vantage points and studio sets that will be utilized during the actual game week in 2027. This early presence at the stadium allows the production team to refine their logistics and camera placements nearly a year in advance. With the 'Year of the Super Bowl' now in full swing, the network has established a precedent for how future rights holders might approach the promotion of the world's most-watched annual sporting event. Every touchdown, draft pick, and roster move over the coming year will be framed through the perspective of the eventual clash at SoFi Stadium.
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