Disney has sold out its advertising inventory for Super Bowl LXI, becoming the earliest broadcaster in history to fully book commercial slots for the NFL’s championship game. The announcement came nearly a month before the start of the 2026-27 NFL season, setting a new industry record.
The milestone marks the second consecutive year that the record has been broken. Last year, NBC Universal sold out its Super Bowl advertising inventory in September, ahead of the 2025-26 season, while Fox completed its sales in November 2024.
Disney will broadcast Super Bowl LXI, scheduled for February 14, 2027, at SoFi Stadium in California across ABC, ESPN, ESPN2, ESPN Deportes, and the ESPN streaming platform.
Driven by the continued popularity of live sports and strong NFL television ratings, 58 brands across 34 industry categories secured advertising slots, including nine first-time Super Bowl advertisers.
Beyond traditional commercial spots, Disney plans to integrate participating brands across its programming and on-site activations, including ESPN Beach, the company’s planned fan experience at Santa Monica Pier during Super Bowl week.
Disney had reportedly targeted $10 million for a 30-second commercial, although industry reports indicate most deals were ultimately completed in the $8 million to $9 million range. By comparison, NBC Universal generated an average of $8 million per 30-second spot during last year’s Super Bowl.
The media company also announced the completion of its 2026-27 upfront advertising sales, reporting double-digit growth in overall advertising commitments, while sports-related commitments increased by low double-digit percentages compared with the previous year. Upfronts are the annual sales period during which advertisers purchase television and digital advertising inventory before a new broadcast season begins.
Disney Global Advertising President Rita Ferro said the sold-out Super Bowl and successful upfront negotiations demonstrate that advertisers continue to view Disney as a must-have media partner capable of delivering large-scale audiences across live events and streaming platforms. She added that the company’s momentum extends beyond the NFL to marquee events such as the Academy Awards, the GRAMMY Awards, the College Football Playoff, and the CMA Awards.