ESPN wants to break the Super Bowl ratings record. Here’s how Disney could help

The NFL season has begun, yet preparations for the 2027 Super Bowl are already underway at ESPN, following the conclusion of the 2026 game in February. ESPN is aiming to broadcast the highest-rated Super Bowl in its nearly 50-year history, as detailed by ESPN chairman Jimmy Pitaro, who emphasized this goal during a recent appearance at the Fast Company Innovation Festival in New York.

Pitaro revealed that the network is exploring potential avenues to utilize intellectual property from its parent company, The Walt Disney Company, to draw in even more fans. This could involve possibilities such as an animated, real-time alternate broadcast featuring characters from popular properties like "Toy Story" or "The Simpsons."

Pitaro affirmed that the Super Bowl remains a top priority for both ESPN and Disney, stating, "Our goal is to have the highest rating of all time for this game." ESPN has been expanding its sports offerings, including launching a direct-to-consumer service in 2025 and providing contextual relevance during games through betting stats.

Furthermore, ESPN subscribers now have access to an increasing amount of sports content on Disney+, even without subscribing to ESPN itself. ESPN's mission to serve as "the front door of the starting point for sports fans" drives its efforts to bring more sports content to viewers, as expressed by Laura Rutledge, a Monday Night Football reporter and ESPN host.

Daily storytelling and special features are planned for the nearly five months leading up to the Super Bowl, according to Rutledge, who also noted the acquisition of NFL Network by ESPN as a contributing factor to the network's enhanced content delivery. ESPN's commitment to serving fans of all 32 NFL franchises, including those with less national attention, is evident in its coverage strategies, including a focus on fantasy football enthusiasts and recognizing the changing landscape of how people consume sports content.