ESPN launches year-round Super Bowl initiative, marking first broadcast of the big game

ESPN is gearing up to broadcast the Super Bowl for the first time, launching an extensive year-round initiative titled "Year of the Super Bowl."

Why it matters: This marks a significant milestone for ESPN, positioning the network as a key player in one of sports' most celebrated events. By securing broadcasting rights to the Super Bowl, ESPN will enhance its football programming and engage audiences more deeply than ever before.

  • The Super Bowl will take place in Los Angeles next year, providing a major platform for ESPN's expanded coverage.
  • This is the first time the network will serve as a rights holder for the Super Bowl, a shift that reflects the evolving landscape of sports media.

What’s new: As part of its fan-focused approach, ESPN has unveiled a series of promotional initiatives designed to create excitement around the event.

  • Coverage kicked off with "The Handoff," featuring well-known anchors Chris Berman and Scott Van Pelt, who will provide insights and analysis leading up to the big game.
  • A 60-second promotional spot titled "We're Going" features beloved Disney characters alongside ESPN and ABC personalities, further integrating popular culture into sports programming.

Between the lines: ESPN's strategy signifies a broader trend in sports media where networks seek to deepen audience engagement through storytelling and technology.

  • Andy Tennant expressed enthusiasm about the opportunity, noting, "I never thought I'd have the opportunity to work on an ESPN Super Bowl."
  • Jimmy Pitaro emphasized the company's commitment to fan engagement, stating, "This fan-focused initiative unites our company's beloved brands with industry-leading storytelling and technology."

What to watch: The programming includes several series that will spotlight historic moments and players connected to the Super Bowl.

  • "I Scored a Touchdown" will showcase 61 players who have scored in the Super Bowl, beginning with former New York Giants receiver David Tyree.
  • Additionally, "The Biggest Game" podcast has premiered, delivering fresh content weekly as it leads up to the NFL draft in April.

What’s next: As the Super Bowl approaches, fans can expect more engaging content and interactive experiences from ESPN.

  • The network aims to maintain momentum throughout the offseason, culminating in an expansive celebration of the Super Bowl itself.
  • With the next Super Bowl scheduled for February 14, 2027, at SoFi Stadium, ESPN's initiatives will likely set a new standard for how major sporting events are covered and celebrated.

The bottom line: ESPN's multifaceted approach to covering the Super Bowl not only enhances its own brand but also enriches the viewer experience, making football's biggest event accessible and engaging throughout the year.

whiproute logo