Disney Advertising has completed its 2026–2027 Upfront with total volume commitments up double digits versus last year and has sold out of its Super Bowl LXI inventory – drawing 58 brands across 34 distinct categories, including financial services, candy, personal care, and software, one of the broadest advertiser and category mixes in Super Bowl history. Nine of those brands are advertising in the Super Bowl for the first time.
Brands are also embracing a wide range of sponsorship opportunities, from innovative integrations and custom content across the NFL's biggest moments and Super Bowl week to large-scale activations like ESPN Beach, a celebration of ESPN, ABC, and a range of Disney brands on the iconic Santa Monica Pier.
"Our Upfront and a sold-out Super Bowl LXI make it clear: brands see Disney as a must-have investment – one built on our ability to deliver audiences at scale, across live events and streaming, all year long," said Rita Ferro, President, Global Advertising, The Walt Disney Company. "That momentum carries through our live event calendar too – from The Oscars® and The GRAMMYs® to New Year's Rockin' Eve, the College Football Playoff, and the CMA Awards®, advertisers keep showing up for the can't-miss moments only Disney can deliver."