The Tremendous Bowl is nearly as famed for its iconic advertisements as it’s for the Giant Sport itself. From the Budweiser Frogs to Apple 1984 to advertisements that includes Michael Jordan, Imply Joe Greene and extra. However no spots are as memorable or efficient because the the noted “I’m going to Disney Global” and “I’m going to Disneyland” slogans which were uttered by way of maximum Tremendous Bowl MVPs since 1987.
The historical past of Disney’s “What’s Subsequent” advertisements began, like such a lot of of the corporate’s nice enduring concepts, with former CEO Michael Eisner. Within the 4 a long time since, the catchphrase has entered our collective vernacular, changing into a popular culture fixture that has grown a long way past the Tremendous Bowl, with numerous different iconic–and ironic–utterances in non-sports contexts.
For excellent explanation why, because the advert is probably the most iconic in sports activities. That includes Disney-anthem “When You Want Upon a Big name” as confetti falls on-field after the clock hits 0, and the successful gamers announce their purpose to rejoice by way of going to Disney. It’s a second as all-American as, neatly, Walt Disney. Some may even name it Distinctly Patriotic.
The genesis of the “What’s Subsequent” Disney Tremendous Bowl business dates again to January 1987, when then CEO Michael Eisner and his spouse, Jane Breckenridge, hosted a dinner at Disneyland with filmmaker George Lucas and different celebrities to advertise the hole of the park’s new Big name Excursions appeal.
Amongst the ones in attendance have been pilots Dick Rutan and Jeana Yeager. Simply weeks previous, the duo had made the Rutan Voyager the primary airplane to fly around the globe with out preventing or refueling. They finished the nine-day adventure on December 23, 1986, flying over 26,000 miles sooner than touchdown at Edwards Air Drive Base.
In step with Eisner’s 1998 memoir, Paintings In Growth, Jane requested the pilots what they have been going to do subsequent after doing “probably the most adventurous factor conceivable” only some weeks previous. Rutan jokingly answered, with out hesitation: “Neatly, we’re going to Disneyland.” Eisner laughed and mentioned they made the proper selection, however Jane later pulled him apart and mentioned the road would make an ideal promoting marketing campaign.
Inside of weeks, Disney set in movement its now-famous “What’s subsequent?” marketing campaign, arranging for the Tremendous Bowl MVP to mention the long-lasting word within the fast aftermath of his group’s victory. A decade in the past, Eisner and different former Disney executives who labored at the marketing campaign and athletes who helped make it noted sat down for a spherical desk with Sports activities Illustrated to provide an explanation for what make the “I’m going to Disney Global” advert one thing particular.
Eisner defined to SI that, straight away after that dinner, he changed into obsessive about the speculation. It used to be the easiest natural advertising and marketing second. He wondered what venue can be best possible for the sort of ‘profession pinnacle advert marketing campaign’ and immediately considered the Tremendous Bowl. After hiking that mountain, in an effort to discuss, a shuttle to Disney will be the final praise.
And in order that’s what Disney did, attending to paintings on growing the easiest Tremendous Bowl advert that will have the ability to be recorded and air in a while after the Giant Sport ended.
The logistics weren’t simple, in line with Tom Elrod, Disney’s former head of promoting. They’d have a staff at the area to movie the second one the sport ended, making an attempt to movie a place within the completely chaotic surroundings, with confetti falling and gamers celebrating.
Elrod mentioned that Disney sought after it to be unique, which supposed being the primary digicam at the area in that frenetic setting. He famous the problem of competing with broadcast crews and newshounds and teammates and everybody else. “That first yr, I don’t suppose any person idea that used to be achievable,” mentioned Elrod.
Disney mentioned the speculation with then NFL commissioner Pete Rozelle, who used to be on board with the speculation and noticed Disney’s imaginative and prescient for the advert marketing campaign. Rozelle used to be supportive and facilitated the spot; it most likely helped that Disney had a excellent courting with the NFL because of Disney generating the halftime presentations.
In step with Eisner, the corporate proceeded with the speculation forward of the Giant Sport by way of figuring out the most likely MVPs, quarterbacks Phil Simms of the New York Giants and John Elway. Simms led his group to a 39-20 win over the Denver Broncos in Tremendous Bowl XXI to earn MVP honors.
As Simms recounts, his agent approached him with the speculation and he to begin with sought after “no section” of the advert as it gave the look of a “distraction” forward of the sport. His agent continued, informing Simms that Disney would ensure the cash ($75,000) whether or not the Giants gained or misplaced.
The similar deal used to be made with the more youthful Elway, who reportedly walked away with between $15,000 and $75,000 in spite of being at the shedding group. Throughout the “When You Want Upon a Big name” episode of “Peyton’s Puts” at the ESPN+ streaming carrier, Sims informed Manning that his agent known as him 5 occasions an afternoon resulting in the massive sport and he in the end “gave in” and agreed to take part the Friday night time sooner than Tremendous Bowl Sunday.
Rapid-forward to the realization of Tremendous Bowl XXI, and Simms is at the area celebrating, soaking within the second when a Disney cameraman faucets him at the shoulder to checklist the spot. His response: “Are you kidding me? We need to do that now?!” He’d forgotten in regards to the deal, however recorded the “I’m going to Disney Global” business, and the remainder is historical past.
He and his circle of relatives have been handled to an all-day enjoy on the Magic Kingdom, which has turn into a part of the custom for the Tremendous Bowl MVP. Simms known as the enjoy “bizarre.” He mentioned that the following couple weeks, folks congratulated him on successful the Tremendous Bowl…however he additionally heard from simply as many of us who mentioned, “I beloved your business!”
Eisner used to be happy with the photos, calling it the “ideally suited symbol” that used to be healthy and introduced an emotional reference to audience.
Mark Allen, a digicam guy with NFL Motion pictures, defined that used to be a part of the attraction. It wouldn’t have resonated used to be a lot if it have been only a man status there in a static studio setting, that they sought after the advert to have motion. The attraction is within the dynacism, and striking fanatics in the course of the push on-field second straight away after the Tremendous Bowl concludes. It places the viewer within the sneakers of the successful athlete.
Allen added that the advert used to be tricky to execute from the start, however were given much more tricky over the years. Larry Lundy, former Director of Sports activities Advertising at Walt Disney Global, echoed the similar. That because the Tremendous Bowl and advertising and marketing across the sport were given larger, reserving successful athletes’ time after the Giant Sport changed into extra aggressive.
He defined that along with the on-field frenzy, there have been reps from the entire overdue night time presentations, morning presentations, and many others. “You’re in a combat 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 Disney Global” (or Disneyland).
Within the early days, Eisner and Elrod would talk about who it will have to be someday all over the fourth quarter of the Tremendous Bowl. For something, the MVP may, in idea, be a participant at the shedding group. (Even if that’s most effective took place as soon as ever, and no longer within the closing 50 years.)
Disney sought after the participant announcing “I’m going to Disney Global” to be accountable for probably the most memorable and climactic moments within the sport. As a result of the trouble in understanding prematurely 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 sooner than the Tremendous Bowl, simply in case Disney sought after to make a choice them.
One of the vital notable circumstances of Disney opting for somebody as opposed to the MVP got here after the Ravens’ 34-7 win over the Giants in Tremendous Bowl XXXV, when Disney selected Trent Dilfer as a substitute of MVP Ray Lewis, who have been arrested three hundred and sixty five days previous on homicide fees. On the time, Lewis used to be seen as being in “endorsement exile” as a result of such a lot of manufacturers wouldn’t paintings with him.
“We search for an ideal tale, and Trent Dilfer introduced us that tale,” Disney spokesman Craig Dezern mentioned on the time again in 2001. Lewis shrugged off the snub. “I wasn’t going there anyway,” he mentioned. “I’ve youngsters who weren’t going to let me pass to Disney Global. They sought after to peer me.”
Lewis sooner or later struck a deal on obstruction of justice fees, however the reputational harm used to be performed. (Lewis has since rehabilitated his symbol, taking part in a a hit profession post-NFL in broadcasting, and doing many advertisements–even though I will to find no proof he’s ever labored with any Disney manufacturers.)
With that mentioned, Lewis is a long way from the one exception. When Tom Brady gained his fourth of a record-setting 5 Tremendous Bowl MVP trophies, James White as a substitute represented the Patriots at Walt Disney Global. Brady have been sooner than and has been again since, regardless that. White scored 3 touchdowns in Tremendous Bowl LI, together with the one time beyond regulation ranking in Tremendous Bowl historical past to cap off an peculiar 25-point comeback win. A normal Disney fairytale finishing…until you’re a Falcons fan!
Whilst the “What’s Subsequent” advert marketing campaign began with the Tremendous Bowl, it’s been prolonged a long way past soccer. Eisner notes that after it changed into a hit within the NFL, Disney prolonged it to the NBA Finals, Olympics, Global Sequence, and the Stanley Cup Finals. From 2008 to 2011, the winner of “American Idol” exclaimed that they’d be going to Walt Disney Global as a part of the promoting marketing campaign.
Different corporations have additionally attempted to piggyback off the luck of the promoting marketing campaign, with their very own knock-offs of the industrial. Eisner recounted to SI that he discovered of Warner Bros. making an attempt a identical marketing campaign: “I went utterly nuts. I informed Warner Bros., “That’s ours; you’d higher keep away.” I don’t know if we had a copyright, consistent with se, however we had so ingratiated ourselves with The us. We satisfied Warner Bros. to back down. This used to be a Disney factor.”
Through the years, Michael Jordan, Magic Johnson and Kareem Abdul-Jabbar are a few of the NBA stars who’ve introduced that going to Disney is what they’re doing subsequent following a championship win. The newest used to be 2006 NBA Finals MVP Dwyane Wade, who joined teammate Udonis Haslem as grand marshals for a Miami Warmth victory parade at Walt Disney Global.
In 2004, 3 stars for the Boston Purple Sox — Curt Schilling, Pedro Martínez and David Ortiz — took a shuttle to Walt Disney Global after breaking their group’s 86-year name drought. 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 Nineties (watch beneath).
Eisner famous that he’s no longer certain why it “hasn’t caught” for different sports activities, announcing that it could be a budgetary factor since the business is pricey to place on.
Spitballing right here, however logistics are some other imaginable clarification. Not one of the different primary sports activities have a unique championship, so having the assets important “on name” for more than one video games may not be value it, particularly given viewership disparities.
It’s additionally unclear simply how a lot unfastened promoting Disney has gotten out of the “What’s Subsequent” marketing campaign, as athletes and others who’ve accomplished greatness have certainly uttered “I’m going to Disney Global” in party with no need any contract with the corporate. It’s turn into that outstanding within the popular culture zeitgeist.
The “What’s Subsequent” marketing campaign additionally has super worth in relation to emblem consciousness and as an advertising and marketing software at a time of yr when households are in the middle of making their summer season holiday plans.
We incessantly talk about this in relation to the ABC Christmas Day Parade, which is principally an hour-long business for Walt Disney Global and Disneyland at a time when households are amassed in combination and discussing the yr to come back.
The similar sentiment applies to the “What’s Subsequent” Tremendous Bowl business. The largest variations are its length (a lot shorter) and that it options no photos to in truth advertise Walt Disney Global or Disneyland. However, it’s very treasured as a result of brings Disney to thoughts, is sentimental and so aspirational.
Eisner has famous this in interviews, announcing it’s one of the crucial the reason why there used to be “by no means any doubt the marketing campaign would stay going.” He defined that once a year, a highschool athlete will win one thing, and inevitably shout, “I’m going to Disney!” Eisner mentioned a lot of them ship that video to Disney, and he’s noticed hundreds of clips of youngsters repeating the ones strains as though they have been nationwide heroes.
Eisner added: “In sports activities lately, we focal point on who’s traded or reduce or getting some 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.”
Right here’s only one instance of that (notice the date):
A big a part of the catchphrase’s cultural presence is it being a fixture of virtually each Tremendous Bowl since 1987.
There used to be no “I’m going to Disney” business following Tremendous Bowl XXXIX in 2005. It used to be a short lived hiatus for the marketing campaign, which has persisted once a year within the just about twenty years since.
And nearly once a year since, the selected participant generally 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 by way of the host web page of the Tremendous Bowl–it’s whichever is nearer. Lately, there were more than one gamers featured within the parades when the Tremendous Bowl is performed in Los Angeles, Tampa, or Miami–most likely because of the convenience of visiting the respective Disney parks from the ones in-state host towns.
Till 2025, the closing time the Tremendous Bowl champions seemed in a public-facing parade at Walt Disney Global used to be in February 2020 when the Kansas Town Chiefs additionally performed and defeated the San Francisco 49ers. The Tremendous Bowl that yr used to be held in Miami and MVP Patrick Mahomes celebrated with a parade down Major Side road in Magic Kingdom.
The next yr, Mahomes and the Chiefs have been again in Tremendous Bowl LV, however the fatherland Tampa Bay Buccaneers defeated them at Raymond James Stadium. Following that victory, Tremendous Bowl MVP Tom Brady and longtime teammate Rob Gronkowski grew to become to the TV cameras and mentioned that iconic line: “I’m going to Disney Global!” However they didn’t. A minimum of, no longer straight away.
Gronk used to be there day after today, however behind the scenes on a cavalcade go with the flow posing for footage. There used to be no parade because of COVID and the phased reopening. We all know this as a result of we have been additionally there (there used to be not anything higher to do on the time and I believed it’d be cool to catch a glimpse of Tom Brady in actual lifestyles). Brady ended up doing a exposure talk over with to Walt Disney Global a couple of months later, and I didn’t see him or Gronk.
Once a year since, the Tremendous Bowl parade has been at Disneyland. In 2022, it featured former Detroit Lion Matthew Stafford, plus Cooper Kupp and Aaron Donald of the Los Angeles Rams. Each years since then, it’s been Patrick Mahomes once more. He’s lately in the back of most effective Tom Brady for probably the most “I’m going to Disney” Tremendous Bowl advertisements, and tied with him for #1 in relation to precise parade appearances.
We will see whether or not Mahomes makes it an “I’m going to Disney” three-peat, or if Saquon Barkley and Jalen Hurts make their first shuttle to Walt Disney Global as Tremendous Bowl Champions. Talking of which, when you’re going to be in Magic Kingdom on Monday, right here’s Watch the 2025 Tremendous Bowl Parade at Walt Disney Global & Our Previous Stories with the Birthday celebration.
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YOUR THOUGHTS
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