Following Tremendous Bowl LX this night, the hero (most likely the MVP) of the Large Sport will seem in Disney’s highly-anticipated What’s Subsequent? business throughout which the champion shouts the ones noted phrases, “I’m going to Disneyland!” Listed here are respectable main points at the side of a temporary historical past of the globally noted business and the way it got here to fruition.
Disney has introduced that their well-liked “What’s Subsequent” Tremendous Bowl business will air nationally on primary TV networks and social media in each English and Spanish languages following the sport on Sunday, February 8, 2026 at Levi’s Stadium in Santa Clara, California.
Disney has additionally printed that the big name participant (or avid gamers, preferably) of Tremendous Bowl LX will have fun on Monday, February 9, 2026 with a mystical day at Disneyland Lodge that may come with a celebratory cavalcade down Major Boulevard U.S.A. In reality, Disney is Website hosting 24-Hour ‘Handoff’ Match Finishing with Tremendous Bowl Parade at Disneyland! We’ll have extra main points at the time, collaborating avid gamers and extra in a while after the Tremendous Bowl, so keep tuned. For now, right here’s a amusing glance again on the historical past of Disney’s Tremendous Bowl business…
Unsurprisingly, the “What’s Subsequent” ads began with former Disney CEO Michael Eisner. Within the 4 a long time since, the catchphrase has entered our collective vernacular. It’s deceptively easy, however extremely memorable and decidedly All-American.
If you happen to’ve by hook or by crook by no means observed it, the spot performs “When You Want Upon a Famous person” as confetti falls on-field after the clock hits 0, and the profitable avid gamers announce their purpose to have fun via going to Disney. It’s a distinctly patriotic advert that makes Sam Eagle shed a unmarried tear, which he most effective does thrice according to yr.
The “What’s Subsequent” Disney Tremendous Bowl business dates again to January 1987, when Michael Eisner and his spouse, Jane Breckenridge, hosted a dinner at Disneyland with filmmaker George Lucas and different celebrities to advertise the hole of Famous person Excursions.
Pilots Dick Rutan and Jeana Yeager had been on the dinner. Simply weeks previous, the duo had made the Rutan Voyager the primary plane to fly around the globe with out preventing or refueling. They finished the nine-day adventure, flying over 26,000 miles to Edwards Air Power Base.
In step with Eisner’s 1998 memoir, Paintings In Development, Jane requested the pilots what they had been going to do subsequent the history-making adventure. Rutan jokingly spoke back: “Neatly, we’re going to Disneyland.” Jane later instructed Michael and stated the road would make a perfect promoting marketing campaign.
That’s all it took to set in movement Disney’s now-famous “What’s Subsequent?” marketing campaign, arranging for the Tremendous Bowl MVP to mention the enduring word straight away after his workforce’s victory.
Eisner defined to Sports activities Illustrated as a part of a roundtable retrospective that he was obsessive about the speculation as the very best advertising and marketing second. He puzzled what venue can be very best for any such ‘profession pinnacle advert marketing campaign’ and straight away considered the Tremendous Bowl.
A commute to Disney will be the final praise for without equal American athletic accomplishment. So the Disney advertising and marketing gadget set to work on on growing the very best Tremendous Bowl spot that might have the ability to be recorded and air in a while after the Large Sport ended.
The logistics weren’t simple, consistent with Tom Elrod, Disney’s former head of promoting who is thought of as the daddy of the “What’s Subsequent” advert in addition to the Christmas and Easter parades. They’d have a staff at the subject to movie the second one the sport ended, making an attempt to movie a place within the completely chaotic surroundings, with confetti falling and avid gamers celebrating.
Disney sought after the advert to be original, consistent with Elrod, which intended being the primary digital camera at the subject in that frenetic surroundings. He famous the problem of competing with broadcast crews and newshounds and teammates and everybody else. “That first yr, I don’t suppose any individual idea that was once achievable,” added Elrod.
Disney mentioned the speculation with then NFL commissioner Pete Rozelle, who was once on board with the speculation and noticed Disney’s imaginative and prescient for the advert marketing campaign. Rozelle was once supportive and facilitated the spot; Disney had a nice courting with the NFL due to Disney generating the halftime displays.
In step with Eisner, the corporate proceeded with the speculation forward of Tremendous Bowl XXI via figuring out the most likely MVPs, quarterbacks Phil Simms of the New York Giants and John Elway. The Giants received and Sims earned MVP honors, so he was once it.
Simms recounts that his agent approached him and he to begin with sought after “no section” of the advert as it looked like a “distraction.” His agent continued, informing Simms that Disney would ensure $75,000 whether or not the Giants received or misplaced. The similar deal was once made with Elway, who made between $15,000 and $75,000. Beautiful candy deal for doing not anything!
All through the “When You Want Upon a Famous person” episode of “Peyton’s Puts” at the ESPN+ streaming provider, Sims instructed Manning that his agent referred to as him 5 occasions an afternoon resulting in the large sport and he in any case “gave in” and agreed to take part the Friday evening ahead of Tremendous Bowl Sunday.
Following the realization of Tremendous Bowl XXI, Simms is at the subject celebrating when a Disney cameraman faucets him at the shoulder to document the spot. His response: “Are you kidding me? We need to do that now?!” He’d forgotten concerning the deal, however recorded the “I’m going to Disney Global” business, anyway. The remainder is historical past.
Simms and his circle of relatives got day-long VIP remedy on the Magic Kingdom, which has turn into a part of the custom for the Tremendous Bowl MVP. The white glove remedy Childless Disney Adults dream of. Simms referred to as the enjoy “bizarre.” Other folks congratulated Simms on profitable the Tremendous Bowl within the weeks that adopted, however he additionally heard from simply as many of us who stated, “I cherished your Disney business!”
Eisner was once proud of the pictures, calling it the “splendid symbol” that was once healthy and introduced an emotional reference to audience.
Mark Allen, a digital camera guy with NFL Motion pictures, defined that was once a part of the enchantment. The enchantment is within the dynacism, and striking lovers in the course of the rush on-field second straight away after the Tremendous Bowl concludes. It places the viewer within the footwear of the profitable athlete. No person would’ve remembered the advert if it had been shot in a soundstage.
Allen added that the advert was once tough to execute from the start, however were given much more tough over the years. Larry Lundy, former Disney Director of Sports activities Advertising and marketing, echoed the similar. That because the Tremendous Bowl and advertising and marketing across the sport were given larger, reserving profitable athletes’ time after the Large Sport was extra aggressive.
He defined that along with the on-field frenzy, there have been reps from all the overdue evening displays, morning displays, and so forth. “You’re in a struggle to get this participant extracted from the Tremendous Bowl, to Disney,” Lundy defined.
It isn’t at all times the MVP who says “I’m going to Disneyland” (or Walt Disney Global).
Within the early days, Eisner and Elrod would talk about who it must be someday throughout the fourth quarter of the Tremendous Bowl. Disney sought after the participant announcing “I’m going to Disneyland” to be accountable for probably the most memorable and climactic moments within the sport.
As a result of the trouble in figuring out upfront who this could be, they made up our minds to have each participant on each groups signal the contract for the “What’s Subsequent” spot ahead of the Tremendous Bowl, simply in case Disney sought after to make a choice them.
One of the vital notable cases of Disney opting for any person rather then the MVP got here when the Ravens received Tremendous Bowl XXXV. Disney selected Trent Dilfer as an alternative of MVP Ray Lewis, who have been arrested twelve months previous on homicide fees. On the time, Lewis was once in “endorsement exile” as a result of such a lot of manufacturers wouldn’t paintings with him.
“We search for a perfect tale, and Trent Dilfer introduced us that tale,” Disney spokesman Craig Dezern stated on the time. Lewis shrugged off the snub. “I wasn’t going there anyway,” he stated. “I’ve children who weren’t going to let me pass to Disney Global. They sought after to look me.”
Different exceptions exist for, ahem, frequency causes. When Tom Brady received his fourth of 5 Tremendous Bowl MVP trophies, James White went to Walt Disney Global in his position. In all probability Brady was once weary of being perceived as the scary Childless Disney Grownup.
For probably the most section, the “What’s Subsequent” advert marketing campaign has been an annual Tremendous Bowl custom since 1987. There was once no “I’m going to Disney” business following Tremendous Bowl XXXIX in 2005. It was once a temporary hiatus for the marketing campaign, which has persevered yearly within the just about 20 years since.
The selected participant typically takes section in a parade at both Disneyland or Disney Global. Whether or not that happens at Magic Kingdom in Florida or Disneyland in California is dictated via the host web site of the Tremendous Bowl. It’s whichever is nearer.
For the reason that Tremendous Bowl is typically performed on one of the crucial coasts, there are seldom shut calls as as to whether avid gamers consult with Walt Disney Global or Disneyland. However we suppose the Rams, Chargers, 49ers, Raiders, Buccaneers, Dolphins, or Jaguars profitable the Tremendous Bowl in, say, Kansas Town would pass to their respective coast.
That received’t be a subject in 2026, 2027, and 2028 when the Tremendous Bowl is hosted at Levi’s Stadium in Santa Clara, California this yr adopted via SoFi Stadium out of doors of Los Angeles, California in 2027. Either one of the following two years, the parade might be at Disneyland.
In 2028, Mercedes-Benz Stadium in Atlanta, Georgia will host the Tremendous Bowl, and the parade will go back to Walt Disney Global. That’s the place it was once held remaining yr when MVP quarterback Jalen Hurts of the Philadelphia Eagles seemed.
Disneyland remaining hosted the Tremendous Bowl parade from 2022 thru 2024. In 2022, it featured homeland heroes Matthew Stafford, Cooper Kupp and Aaron Donald of the Los Angeles Rams. The next two years, it was once Patrick Mahomes (once more). He’s recently at the back of most effective Tom Brady for probably the most “I’m going to Disney” Tremendous Bowl ads; the 2 are for #1 in relation to exact parade appearances.
The “What’s Subsequent” advert marketing campaign has been prolonged past soccer. Disney has used it through the years throughout the NBA Finals, Olympics, Global Collection, and the Stanley Cup Finals. From 2008 to 2011, the winner of “American Idol” exclaimed that they’d be going to Disney as a part of the promoting marketing campaign.
Michael Jordan, Magic Johnson and Kareem Abdul-Jabbar are some of the NBA stars who’ve introduced they’re going to Disney after a championship win. Again in 2004, the Boston Purple Sox did likewise, taking a commute to Walt Disney Global after finishing their workforce’s 86-year identify drought.
The ads are hit and miss in different sports activities, in large part depending on whether or not there’s a feel-good narrative or tale to learn. We’ve heard that Disney sought after to do the economic and celebratory parade for Shohei Ohtani at Tokyo Disneyland after he received his first Global Collection with the Los Angeles Dodgers, however the events couldn’t come to phrases.
Eisner isn’t positive why the economic “hasn’t caught” for different sports activities, announcing that it could be a budgetary factor as it’s pricey and difficult. Possibly as a result of all different primary sports activities leagues have a lengthier sequence for crowning a champion, which additionally approach there’s no unmarried match everyone seems to be looking at.
In a quintessential Michael Eisner synergy transfer, Santa Claus uttered the noted word in a business on the finish of the ABC Disney Christmas Day Parade for a couple of years within the overdue Nineteen Nineties (watch underneath).
The “What’s Subsequent” marketing campaign has massive price as a advertising and marketing software. It’s the similar rationale for Disney’s similarly-successful ABC Christmas Day Parade. That’s much less concerning the parade and extra an hour-long business that organically places Walt Disney Global and Disneyland entrance of thoughts at a time when households are amassed in combination and discussing the yr to come back and summer time holiday plans.
The similar sentiment applies to the “What’s Subsequent” Tremendous Bowl business. The most important variations are shorter length, and that it options no pictures selling the parks. It’s nonetheless very precious for the reason that advert brings Disney to thoughts, is sentimental, aspirational, and All-American.
Different firms have additionally attempted their very own knock-offs of the economic. Warner Bros. deliberate a identical marketing campaign, which Eisner discovered of: “I went utterly nuts. I instructed Warner Bros., ‘That’s ours. You’d higher keep away.’ I don’t know if we had a copyright, according to se, however we had so ingratiated ourselves with The us. We satisfied Warner Bros. to go into reverse. This was once a Disney factor.”
Eisner stated there was once “by no means any doubt the marketing campaign would stay going” and be a distinctly Disney factor as a result of yearly, a highschool athlete will win one thing, and inevitably shout, “I’m going to Disney!” Eisner stated lots of them ship that video to Disney, and he’s observed hundreds of clips of youngsters proudly shouting the ones celebratory strains.
Eisner added: “In sports activities nowadays, we center of attention on who’s traded or lower or getting any other contract. That is the opposite aspect of that. [The ad] has not anything to do with cash or transactions, it’s only a second of natural bliss and top fulfillment. It’s actual.”
Does has gotten untold loose promoting Disney out of the “What’s Subsequent” marketing campaign, too. Because the announcing has entered the popular culture zeitgeist, athletes and others who’ve accomplished greatness have uttered “I’m going to Disneyland” in birthday party with no need any contract with the corporate.
In step with oddsmakers, the avid gamers possibly to shout “I’m going to Disneyland” after Tremendous Bowl LX are QBs Sam Darnold of the Seattle Seahawks or Drake Maye of the New England Patriots.
They’re adopted via NFL Offensive Participant of the yr Jaxon Smith-Njigba (WR, Seahawks), as the highest non-QB candidate after a 153-yard efficiency within the NFC Championship and Kenneth Walker III (RB, Seahawks). No defensive avid gamers are some of the favorites, nor are some other offensive ability positions at the Patriots.
And naturally, Detroit Lions Jared Goff, Jameson Williams, Sam LaPorta, Jack Campbell, Penei Sewell, Amon-Ra St. Brown, Aidan Hutchinson, Jahmyr Gibbs are all favorites for 2027 and 2028. Heck, possibly Jack Fox will seem within the parade each years, regardless of now not having a unmarried punt in both Tremendous Bowl.
As for the 2026 parade at Disneyland, we’ll stay you posted about main points when they’re introduced this night, so keep tuned! It typically happens within the early afternoon, between round midday and three pm. With out a daylight parade, Disneyland doesn’t must deal with leisure conflicts, so timing may well be dictated via ESPN broadcast priorities.
First Take with Stephen A. Smith, more than one editions of SportsCenter, NFL Are living and a 2nd episode of Tremendous Bowl Are living might be broadcast reside from Disneyland. ESPN may also welcome and honor a participant from the Tremendous Bowl LX championship workforce, so probably the parade will happen throughout the ESPN daylight post-game protection of Tremendous Bowl LX.
For those who’re visiting Disneyland on February 9, 2026, be expecting increased crowds and congestion, particularly if the local-ish Seattle Seahawks win. We think restrictive reservation availability (chances are you’ll need to snatch the ones now–Annual Go reservations are already totally booked, however day tickets have availability). Will have to be attention-grabbing to look–we’ll stay you posted!
Making plans a Southern California holiday? For park admission offers, learn Guidelines for Saving Cash on Disneyland Tickets. Know about on-site and off-site motels in our Anaheim Resort Opinions & Ratings. For the place to consume, take a look at our Disneyland Eating place Opinions. For distinctive concepts of items that’ll give a boost to your commute, take a look at What to Pack for Disney. For complete recommendation, seek the advice of our Disneyland Holiday Making plans Information. In spite of everything, for guides past Disney, take a look at our Southern California Itineraries for day journeys to Los Angeles, Laguna Seaside, and plenty of different SoCal towns!
YOUR THOUGHTS
Hoping for Sam Darnold, Drake Maye, or any person else to exclaim “I’m going to Disneyland” after the large sport? Ideas at the “What’s Subsequent” Tremendous Bowl business? Is it efficient advertising and marketing and popular culture staple for Disney? Do you compromise or disagree with our take? Any questions we will assist you to resolution? Listening to your comments–even whilst you disagree with us–is each attention-grabbing to us and useful to different readers, so please percentage your ideas underneath within the feedback!
