Disney has achieved complete sellout of advertising inventory for the 2027 Super Bowl, scheduled for February 14 at SoFi Stadium in California. The announcement, made during the company's quarterly earnings presentation, represents a significant commercial success as Disney prepares for the game's historic premiere on ESPN, with simultaneous broadcast on ABC. The advertising lineup includes nearly 60 brands across multiple industry sectors, with approximately one-sixth of purchasers making their first Super Bowl ad buy.

The Super Bowl sellout concludes Disney's 2026-27 advertising upfront season, which generated double-digit volume growth relative to the prior year. Whilst the company reported strong momentum in sports advertising and traditional broadcast events like the Oscars and Grammys, executives acknowledged headwinds in streaming services, where expanded market supply has created competitive pricing pressures. Advertising demand varied significantly by category, with healthcare and financial services showing strong interest whilst telecommunications, restaurants, and consumer packaged goods demonstrated reduced spending activity.