Following Super Bowl LX, ESPN and Disney officially launched We’re Going, a high-energy, cameo-packed marketing campaign marking ESPN’s first-ever Super Bowl, set for February 2027.
The spot debuted Monday morning on Good Morning America and puts a modern spin on the iconic “I’m going to Disney World” tradition, uniting more than 60 Disney characters across films, television, and sports under one shared destination: Super Bowl LXI in Los Angeles.
The fast-paced anthem opens with Buzz Lightyear and Woody, before ripping through a rapid-fire parade of familiar faces, including Darth Vader, Iron Man, Anna, Elsa, Olaf and Kristoff from Frozen, Moana, Deadpool and Wolverine, Grogu, Stitch, The Muppets, Judy Hopps and Nick Wilde from Zootopia, Bart Simpson, and R2-D2 and C-3PO. The final moments bring it all together with Maui transforming into an eagle as he joins Lightning McQueen and a caravan of Disney characters headed west.
Sports fans get their own nod as well. Joe Buck and Troy Aikman appear in the broadcast booth ahead of their seventh Super Bowl call together, alongside cameos from ESPN personalities Jason Kelce and Peyton and Eli Manning. Watch below:
The creative idea draws from more than four decades of Super Bowl history, rooted in the legendary postgame declaration “I’m going to Disney World,” first spoken by Phil Simms after Super Bowl XXI in 1987. That phrase became a cultural shorthand for victory, celebration, and scale. Now, ESPN and Disney are repurposing it as the foundation for a year-long countdown to their first Super Bowl together.
“Few phrases are as instantly recognizable in sports as ‘I’m going to Disney World,’” said Asad Ayaz, Chief Marketing and Brand Officer, The Walt Disney Company. “This campaign brings together the scale of ESPN, the global power of Disney’s brands and characters, and the excitement of the Super Bowl to create a shared moment that signals just how big this milestone is for our company and fans.”
Added Tina Thornton, Executive Vice President, Creative Studio and Marketing at ESPN: “‘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.”
Beyond the anthem spot, ESPN has launched The Handoff, a 24-hour, multi-platform event that began at SoFi Stadium, host of Super Bowl LXI, and continues at Disneyland Park. Together, We’re Going and The Handoff mark the opening chapter of ESPN’s broader Super Bowl rollout, with more announcements expected in the days ahead.
For more Super Bowl coverage, click here.
REELated:
Reel 360’s Top 10 Super Bowl LX spots
