ESPN is transforming the Super Bowl into a year-round spectacle, marking its first time broadcasting the NFL's championship game. The network, along with ABC and Disney, will launch 'Year of the Super Bowl' programming beginning with the 2026 game in Los Angeles. This unprecedented move positions ESPN as the first 24/7 sports network to hold Super Bowl broadcasting rights.

Andy Tennant, ESPN's vice president of Super Bowl planning, emphasized the network's responsibility in this new role. The promotional campaign kicked off with 'The Handoff' coverage, featuring Chris Berman anchoring from Super Bowl 60 in Santa Clara before transitioning to Scott Van Pelt's 90-minute wrap-up from SoFi Stadium. The initiative includes a 60-second Disney character spot, a podcast series hosted by Jeremy Schaap, and content highlighting 61 players who've scored in Super Bowls.

ESPN chairman Jimmy Pitaro framed the initiative as a fan-focused effort to unite Disney's brands with industry-leading storytelling. The network plans to debut additional content and marketing campaigns throughout the offseason, building momentum toward Super Bowl 61. This strategy represents a significant shift in how the NFL's marquee event will be marketed and consumed, potentially reshaping the sports media landscape.