The organization of Super BowlLXI already holds a central place in Disney’s strategic planning, as the company aims to turn the 2027 edition into more than just a standard sports broadcast. The corporation is developing an approach that blends tradition with innovative formats to capture different audience segments in an environment where competition for viewers’ attention is increasingly intense.
The most significant announcement is the return of ABC to broadcasting the NFL’s biggest game after 20 years away. The network will once again air the “Big Game,” but this time it will do so alongside ESPN in an unprecedented arrangement: both outlets will share coverage through a simulcast. It will mark the first time ESPN simultaneously participates in broadcasting the Super Bowl, a move that reflects the integration of resources within the Disney group.
A Super Bowl with an alternative broadcast under consideration
Beyond ABC’s return and ESPN’s parallel involvement, the real shift may lie in the editorial proposal currently under review. Michael McCarthy, of Front Office Sports, reported that Disney executives are considering adding an alternative option led by Pat McAfee. The concept involves implementing a “Field Pass” associated with The Pat McAfee Show, replicating the model that has already proven successful during the College Football Playoffs.
McAfee’s consideration is driven not only by his popularity but also by the recent performance of his Rose Bowl coverage, which achieved notable audience figures. His more spontaneous and participatory style has connected with viewers seeking less formal experiences and greater interaction. The former player acknowledged on his X account that discussions are taking place, describing the project as something that “would be absolutely insane,” while also suggesting that rights-related issues could be resolved.
The reaction on social media was immediate. Numerous followers welcomed the possibility of having this alternative, noting that the “Field Pass” format has reshaped the way they consume sports broadcasts, favoring spaces with greater proximity and dynamism over conventional commentary.
A family-focused approach with the Disney touch
The strategy does not stop at offering a different experience for adult audiences. Disney is also analyzing ways to attract younger viewers, taking inspiration from the success CBS achieved with its themed broadcast featuring SpongeBob SquarePants. According to Front Office Sports, the conglomerate is evaluating how to leverage its portfolio of intellectual properties to create an adapted version of the event that is engaging and accessible for children.
With ample time before 2027, ESPN and ABC have room to define the technical and creative details of a project that could mark a turning point in how the Super Bowl is presented. The combination of a traditional feed, an alternative broadcast led by McAfee, and a potential child-focused experience points to a multiplatform rollout aimed at redefining the viewer experience in the era of streaming and linear television.
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