‘On The Clock’: ESPN Gets Creative For Its First Super Bowl (LXI) Broadcast
Thursday, April 23, 2026 at 05:17PM By Barry Janoff
April 23, 2026: This past February, immediately following Super Bowl LX, Disney and ESPN launched the “Year of the Super Bowl“ celebration – a 12 month, multi-platform effort building toward Super Bowl LXI, ESPN’s first Super Bowl broadcast, which will also air on ABC Feb. 14, 2027.
The initial event featured a symbolic on‑air moment: when Chris Berman ceremonially “handed off” from Levi’s Stadium at Super Bowl LX, to Scott Van Pelt in SoFi Stadium in Los Angeles, home of Super Bowl LXI.
ESPN has now unveiled the next phase of its “We’re Going” Super Bowl LXI marketing campaign.
Inspired by the NFL Draft, the humorous “On the Clock” spot stars NFL commissioner Roger Goodell alongside ESPN’s Super Bowl commentators Joe Buck, Troy Aikman, Lisa Salters, and Laura Rutledge, as well as Sunday NFL Countdown host Mike Greenberg.
According to ESPN, “Bridging ESPN’s past and present, the creative tone of ‘On the Clock’ mirrors the dry, situational humor that defined ESPN’s iconic This Is SportsCenter campaign, while reflecting the network’s evolving role as it prepares to present its first Super Bowl."
“‘We’re Going’ is about inviting fans along for the ride as ESPN prepares to produce its first Super Bowl,” Jo Fox, ESPN svp-marketing, said via the network. “Each new piece of creative is an opportunity to celebrate our Year of the Super Bowl in a way that feels big, fun, and unexpected, just like the game itself.
“Authenticity is at the core of how we show up at ESPN, and for a Draft-inspired spot, having commissioner Goodell involved was essential. We’re grateful to him and the NFL for helping bring this to life around one of the league’s biggest moments.”
“On The Clock For Super Bowl LXI” takes place in a staff room at ESPN. NFL commissioner Roger Goodell comes out to the tone used during the NFL Draft. After receiving his traditional and infamous “Boo,” he says, “With the 61st pick of the Super Bowl, the National Football League selects ESPN.”
Everyone cheers. “You’re on the clock,” he says. He then gets to hug the ESPN App mascot, as he does with the Draft picks. Goodell then says to Joe Buck, “Congratulations on your first Super Bowl.”
Buck is confused because, although this will be his first Super Bowl at ESPN, he has called the national Super Bowl broadcast six times: Super Bowls XXXIX, XLII, XLV, XLVIII, LI and LIV (all on Fox).
ABC previously aired Super Bowl XXII (1988), Super Bowl XXV (1991), Super Bowl XXIX (1995), Super Bowl XXXIV (2000), Super Bowl XXVII (2003) and Super Bowl XL (2006).
The first “We’re Going to the Super Bowl” spot featured a roster of Disney stars, including from Star Wars, Marvel, Toy Story, The Simpsons, Mickey and Minnie Mouse, Peyton and Eli Manning and Sesame Street.
It plays off the long-running commercial that airs after each Super Bowl, when the MVP of the game is asked what he’s doing next: “Going to Disney World/Disneyland.”
As “The Year of the Super Bowl” unfolds, ESPN and Disney said they would continue to release new stories, celebratory moments and creative activations. Among them:
• Fresh narrative arcs and original content tied to key offseason moments
• Spotlight integrations at cornerstone league events, including the NFL Draft, Monday Night Football games and more
• Expanded cross-company collaborations leveraging Disney’s characters, franchises, and platforms
• New programming and fan experiences unveiled surrounding and during the 2026-27 NFL season
• Content across every platform throughout the year
Creative for “On the Clock” was developed by ESPN Creative Studio, ESPN’s in-house creative agency.
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