Disney Unveils 2027 Super Bowl, New Marvel Series, and Streaming Partnerships at Upfront
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Disney presented its upcoming programming and advertising strategy to marketers, announcing the 2027 Super Bowl will air on ESPN with an ABC simulcast. The event also revealed new series including Marvel's 'VisionQuest' for Disney+ and a slate of live sports and entertainment events. The company highlighted strong advertising performance in late 2024 and detailed its automated ad capabilities.
Facts First
- The 2027 Super Bowl will air on ESPN with an ABC simulcast, marking its return to ABC after over 20 years.
- Marvel series 'VisionQuest' will premiere on Disney+ in October 2026, featuring stars Robert Downey Jr., Tom Hiddleston, and Paul Bettany.
- Disney's live event schedule for 2025 includes the college football championship, Grammys, Super Bowl, and Oscars across its platforms.
- The Grammy Awards will move to ABC on Feb. 7, 2027, ending a more than 50-year run on CBS.
- Disney president of global advertising Rita Ferro stated the final quarter of 2024 was strong for advertising delivery across most platforms.
What Happened
Disney held its annual upfront presentation for advertisers, showcasing upcoming programming and advertising capabilities. CEO Josh D’Amaro took the stage following an introduction by Anne Hathaway. Disney president of global advertising Rita Ferro presented the company's ad capabilities, including automated systems, and stated that the quarter consisting of October, November, and December 2024 was strong across most platforms and brands.
Major announcements included ESPN airing the NFL championship in 2027 with a simulcast on ABC, and the Grammy Awards ceremony moving to ABC on Feb. 7, 2027. For Disney+, Marvel stars presented a first look at the series 'VisionQuest', scheduled to premiere in October 2026. Rosario Dawson announced that Season 2 of 'Ahsoka' will debut in early 2027.
The event featured performances and appearances from a wide range of talent. The Savannah Bananas performed, and their Banana Bowl will stream live on Disney+ in October. Olivia Rodrigo performed her songs 'Drop Dead', 'good 4 u', and 'get him back!'. Other presentations included first looks at Ryan Murphy's new series 'The Shards', the Hulu miniseries 'Count My Lies' with Lindsay Lohan, and the limited series 'Cry Wolf' starring Olivia Colman and Brie Larson.
Why this Matters to You
You will see a significant shift in where major live events are broadcast, which could affect your viewing options. The 2027 Super Bowl and the Grammys moving to ABC and ESPN means you may need to adjust your streaming or cable subscriptions to watch these events. The expansion of live sports and events to Disney's streaming platforms suggests you might have more flexibility to watch major events outside of traditional cable.
The slate of new series announced for Disney+, Hulu, and FX points to a continued pipeline of content for your entertainment. Disney's emphasis on automated advertising systems could lead to more targeted, and potentially less intrusive, ad experiences when you watch supported streaming services.
What's Next
Disney will hold its next presentation to advertisers in New York on May 12. The company's upcoming live event schedule, which may influence your viewing calendar, includes the college football championship in January, the Grammys on ABC and Disney streaming platforms, the Super Bowl on ESPN and ABC, and the Oscars. The new series and partnerships announced will begin rolling out later this year and into 2026 and 2027.