Disney has announced that it has sold out all commercial advertising inventory for its 2027 broadcast of Super Bowl LXI, marking a swift turnaround after earlier concerns that its ambitious pricing could deter buyers. Chief financial officer Hugh Johnston revealed the sell-out during an investor call, calling it one of the broadest advertiser and category mixes in Super Bowl history. The achievement is notable because it comes far earlier than rivals managed for previous Super Bowls and follows weeks of friction with advertisers over cost.

Disney signed deals with 58 brands across 34 categories, including financial services, candy, personal care and software, with nine of them first-time Super Bowl advertisers. The company had initially sought up to $10 million for a 30-second spot before easing prices to $8-9 million amid pushback, and it also tested whether it could shake up the traditional "incumbent" sponsor system given it is broadcasting its first Super Bowl in two decades. By contrast, NBC did not declare a sell-out for Super Bowl LX until September, while Fox neared sell-out in mid-August for Super Bowl LIX; Disney's game will air on ABC and ESPN on 14 February 2027, with an "alterna-cast" hosted by Peyton and Eli Manning on ESPN2.