ESPN is preparing to transform the Super Bowl into a continuous experience rather than a one-day event, with plans announced ahead of the NFL championship scheduled for February 14, 2027, at SoFi Stadium in Los Angeles. This initiative, termed the “Year of the Super Bowl,” will feature ongoing promotions and programming across ESPN, ABC, and other Disney platforms to keep fans connected throughout the year.
Extensive Programming and Cross-Platform Promotion Unveiled
The campaign began shortly after Super Bowl 60 in Santa Clara, California, with a special broadcast called The Handoff, where Chris Berman handed coverage to Scott Van Pelt, who hosted a 90-minute postgame show from the future Super Bowl venue. Additional content includes a 60-second promotional piece titled We’re Going, featuring Disney characters alongside well-known ESPN and ABC personalities.
A notable series called I Scored a Touchdown has launched as well, highlighting 61 players who have found the end zone in a Super Bowl, kicking off with an episode about David Tyree, wide receiver for the New York Giants. Moreover, the podcast The Biggest Game, hosted by Jeremy Schaap, premiered recently, featuring Berman who is renowned for covering 44 consecutive Super Bowls. New podcast episodes will continue weekly, extending through the NFL offseason toward the NFL draft in April.
Perspectives from Key Executives on the Expanded Super Bowl Initiative
Andy Tennant, ESPN’s vice president overseeing Super Bowl planning, expressed enthusiasm about the network’s new role. He said,
“I never thought I’d have the opportunity to work on an ESPN Super Bowl, and I know so many of my colleagues who have been here as long as I have or even longer would say the same thing,”
and added,
“We’re the first 24/7 sports network to ever be a rights holder to broadcast the Super Bowl. We see that not only as an opportunity, but we see it as a responsibility.”
Jimmy Pitaro, ESPN chairman, stressed the fan-centered nature of the initiative, explaining,
“This fan-focused initiative unites our company’s beloved brands with industry-leading storytelling and technology to showcase football’s greatest stories, heroes, and moments like never before,”
and continued,
“Across our platforms, screens, and parks, we’ll build momentum throughout the year toward Super Bowl 61 — a monumental event for sports fans everywhere and for ESPN.”
Impact and Expectations for Continuous Super Bowl Engagement
With ESPN’s Year of the Super Bowl campaign, sports fans can anticipate a more immersive and sustained experience that highlights not only the game itself but also the culture and history surrounding it. The strategy leverages ESPN’s unique position as a 24/7 sports network and Disney’s broad entertainment reach, promising to deepen fan involvement throughout the year. As the NFL draft approaches in April and the offseason unfolds, further content and marketing efforts will maintain enthusiasm leading up to the next championship game at SoFi Stadium.
