Disney Sells Out Super Bowl LXI Inventory Amid Double-Digit Upfront Growth

Disney Advertising has wrapped up its 2026-2027 Upfront and sold out all of its Super Bowl LXI inventory. The event drew in 58 brands across 34 distinct categories, a broad mix that includes financial services, candy, personal care, and software.

This marks one of the largest advertiser and category mixes in Super Bowl history, with nine new brands advertising in the Super Bowl for the first time. Brands are also taking advantage of sponsorship opportunities beyond just the game itself, including custom content and large-scale activations like ESPN Beach on the Santa Monica Pier.

According to Rita Ferro, President, Global Advertising, The Walt Disney Company, 'Our Upfront and a sold-out Super Bowl LXI make it clear: brands see Disney as a must-have investment, one built on our ability to deliver audiences at scale, across live events and streaming, all year long.'

The momentum carries over into Disney's other live event calendar, which includes The Oscars, The GRAMMYs, New Year's Rockin' Eve, the College Football Playoff, and the CMA Awards.