ESPN is embarking on an ambitious project to transform the Super Bowl from a single-day spectacle into a comprehensive, year-round experience for sports fans. The network, which is set to broadcast the Super Bowl for the first time, announced its detailed plans on Wednesday, focusing on the upcoming game in Los Angeles.
Year-Long Promotion and Programming
At the heart of this initiative is the "Year of the Super Bowl" campaign, which will feature extensive promotion and programming across ESPN, ABC, and various Disney stations. This cross-company effort aims to engage audiences throughout the entire year, building anticipation and providing continuous content related to the NFL's championship event.
A Historic Opportunity for ESPN
Andy Tennant, ESPN's vice president of Super Bowl planning, expressed his excitement about the project. "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," Tennant said. "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."
Launch of Cross-Platform Initiatives
The initiatives kicked off on Sunday night with "The Handoff," a special broadcast segment. Chris Berman anchored coverage from Super Bowl 60 in Santa Clara, California, before passing the baton to Scott Van Pelt, who hosted a 90-minute Super Bowl wrap-up from SoFi Stadium in Los Angeles. SoFi Stadium is scheduled to host its second Super Bowl on February 14, 2027.
In addition, ESPN, ABC, and other Disney networks have aired "We’re Going," a 60-second promotional spot that features beloved Disney characters alongside personalities from ESPN and ABC, blending entertainment with sports in a unique way.
Diverse Content Offerings
Other content highlights include:
- "I Scored a Touchdown": This series spotlights 61 players who have scored touchdowns in the Super Bowl. It launched on Sunday, featuring New York Giants wide receiver David Tyree, known for his iconic catch in Super Bowl XLII.
- "The Biggest Game" Podcast: Hosted by Jeremy Schaap, this podcast premiered this week. The first episode featured Chris Berman, who has covered 44 consecutive Super Bowls. New episodes will air weekly, with increased frequency as the NFL draft approaches in April.
Future Campaigns and Fan Engagement
ESPN plans to debut additional content and marketing campaigns throughout the offseason, ensuring that the Super Bowl remains a topic of conversation and engagement year-round. Jimmy Pitaro, ESPN chairman, emphasized the fan-focused nature of the initiative. "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," Pitaro said. "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."
This strategic move by ESPN not only highlights the network's commitment to innovation in sports broadcasting but also sets a new standard for how major sporting events can be experienced beyond their traditional timelines.
