ESPN has released a promotional commercial titled “We’re Going” featuring characters from Toy Story 5 to promote Super Bowl LXI [1].
The campaign marks a significant strategic push for the network as it prepares for its first Super Bowl broadcast. By leveraging a major Disney franchise, ESPN aims to maximize visibility for its year-long “Year of the Super Bowl” marketing initiative [2].
The animated spot features Buzz Lightyear and Woody appearing alongside animated versions of ESPN personalities. The commercial serves as a lead-in for the championship game scheduled for Feb. 14, 2027 [1], [3].
Super Bowl LXI will take place at SoFi Stadium in Los Angeles, California [4]. The network is utilizing the regional connection by incorporating elements of the Los Angeles area into its broader promotional strategy, which includes the use of Disneyland [4].
This partnership between the sports network and the Toy Story franchise is designed to generate sustained interest leading up to the event [2]. The "We're Going" theme emphasizes the journey toward the final game in the U.S. city of Los Angeles [4].
“ESPN aims to maximize visibility for its year-long “Year of the Super Bowl” marketing initiative.”
This collaboration signals a deep integration between ESPN's sports broadcasting and Disney's entertainment assets. By using a family-friendly intellectual property like Toy Story 5, the network is attempting to broaden the appeal of its first Super Bowl broadcast beyond traditional sports fans to a wider demographic.
