GoKawiilESPN eyes Disney's brands to boost ratings for its first Super Bowl broadcast
ESPN, set to air its first Super Bowl in 2027, has begun planning ways to use Disney's broad portfolio of characters and franchises to draw in a wider television audience. Preparations reportedly started almost immediately after the conclusion of the 2026 Super Bowl, with executives exploring cross-promotional tie-ins tied to Disney's intellectual property.
GoKawiil's interpretation of the reporting above, not reported fact.
Super Bowl broadcasts are among the most valuable advertising events in media, and ESPN has never held those rights before, making audience growth a major priority. Leaning on Disney's characters and franchises could help ESPN attract casual viewers beyond the core football audience, potentially setting a new template for how media conglomerates use IP to boost live sports ratings.
- ESPN will broadcast its first Super Bowl in 2027 and is already planning audience-boosting strategies.
- Disney's intellectual property and reach are being considered as tools to expand the broadcast's appeal.
- The move could reshape how big media companies market major live sports events using entertainment franchises.
Source: fastcompany.com, 2026-09-18
Published there as: “ESPN wants to break the Super Bowl ratings record. Here’s how Disney could help”
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