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Disney’s plan to broadcast Super Bowl LXI across multiple television and streaming platforms is creating tension with some of its ABC affiliate stations. The disagreement highlights a growing challenge for traditional broadcasters as media companies expand their streaming businesses while relying on local stations to reach viewers and attract advertisers.
The game is scheduled for February 14, 2027, at SoFi Stadium in Inglewood, California. Disney is preparing an extensive coverage plan that includes ABC, ESPN, and Disney+, along with several alternative broadcasts aimed at different audiences.
Disney plans to make Super Bowl LXI available through more platforms than a conventional television broadcast. The main English-language telecast will air on ABC and ESPN, and Disney+ will also carry the same presentation.
Viewers will also have options through ESPN2’s ManningCast, featuring former NFL quarterbacks Peyton and Eli Manning, along with other alternative programming. ESPN’s digital platforms will also carry the game and related coverage.
The strategy is designed to reach viewers wherever they prefer to watch and give advertisers access to a wider audience. Disney is also seeking to strengthen its streaming services by using major live sporting events to attract and retain subscribers.
ABC affiliates operate local television stations that carry network programming in their respective markets. These stations rely partly on advertising revenue from popular broadcasts, making major sporting events especially valuable.
Disney’s expanded distribution strategy raises questions about how local broadcasters will benefit when the same event is available through several company-owned platforms. Affiliates may worry about the impact on their advertising opportunities and the value of their local audiences.
The dispute reflects a wider tension across the television industry. As media companies shift more attention towards streaming, local stations must adapt to changing viewing habits while protecting their traditional revenue sources.
Super Bowl advertising remains one of television’s most valuable commercial opportunities. Disney previously announced that ABC and ESPN sold out their advertising inventory for the upcoming game, with demand spanning dozens of brands and product categories.
A wider distribution strategy could help Disney increase the event’s overall reach and strengthen its appeal to advertisers. However, the benefits for local affiliates depend on how advertising opportunities and audience measurement are handled across the different platforms.
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Super Bowl LXI will be ESPN’s first production of the championship game, giving Disney a chance to bring together its broadcast, cable, and streaming operations on a major stage. The company’s challenge will be to grow its digital audience without undermining relationships with local stations that remain an important part of its broadcasting network. The disagreement with ABC affiliates illustrates how the move towards streaming can create competing priorities even within the same media company.
