Disney Sells Out Next Year’s Super Bowl Ads Ahead of Kickoff

Disney says it has sold out all ad inventory for Super Bowl LXI next year, with 30-second spots fetching up to $10 million, disclosed by CFO Hugh Johnston after the 2026-27 upfront negotiations. The deals cover 58 brands across 34 categories, including nine first-time advertisers, and Disney plans cross-promotions around ESPN Beach and the Santa Monica Pier. Johnston noted double-digit growth in total upfront commitments and low-teens growth in sports advertising, while warning pricing pressure remains in streaming outside live events.