Aug. 8 at 2:24 AM
Disney has sold out all advertising inventory for the 2027 Super Bowl, underscoring the event’s continued appeal as one of the most valuable platforms for U.S. advertisers. The game, scheduled for Feb. 14, 2027, will be broadcast by Disney-owned ESPN, marking the company’s first Super Bowl broadcast in decades and its first opportunity to directly sell the event’s advertising inventory.
Disney CFO Hugh Johnston said the company has secured deals with 58 brands across 34 categories, including financial services, confectionery, software and personal care. He described the advertiser mix as one of the broadest in Super Bowl history.
The strong demand comes despite high advertising costs. Networks reportedly charged
$10 million or more for 30-second spots during the 2026 Super Bowl. Disney initially sought as much as
$10 million for a 30-second commercial for 2027 but ultimately lowered pricing to roughly
$8 million–
$9 million, according to Variety.
$DIS