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Super Bowl winners go to Disney because Disney has run a postgame advertising tradition since 1987, built around one line: “I’m going to Disney World!” The declaration promotes Disney’s parks. It is recorded on the field as the celebration unfolds, usually turned into a commercial, and often followed by a real park visit. The destination, the participants and the format have changed over the decades, so the tradition is best understood as a recurring promotional campaign rather than a rule that every champion follows.
Where the line came from
The origin is documented in two accounts that differ in emphasis. Disney’s own historical reference is the stronger source for how the on-field moment was produced. The second is a dinner-party anecdote reported by ABC News, which is useful for the slogan’s origin but should be read as a story rather than production paperwork.
The official campaign history
D23, Disney’s official fan organization, says that in 1987, following a suggestion by Jane Eisner, Tom Elrod and the Walt Disney World marketing staff developed the idea of asking a player on camera as he left the field. The question was: “Now that you’ve won the Super Bowl, what are you going to do next?” New York Giants quarterback Phil Simms, who had just won Super Bowl XXI, answered: “I’m going to Disney World!”
The dinner-party account
An ABC News report credits Jane Eisner with the slogan and recounts a different starting point. Former Disney chief executive Michael Eisner, the report says, asked aviation pioneers Dick Rutan and Jeana Yeager what they would do after reaching a major achievement, and Rutan replied that he was going to Disneyland. The account quotes Michael Eisner’s memoir, in which Jane Eisner responds, “You know, that’s a good slogan.” The Walt Disney Company owns ABC News, so this corroboration comes from a related party. Treat the anecdote as reported recollection, and rely on D23 for the campaign’s production history.
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Why the line alternates between Disney World and Disneyland
D23 says almost every commercial in the campaign was filmed twice, once for Walt Disney World and once for Disneyland. That explains why the familiar line sometimes names California and sometimes Florida. The campaign has promoted both resorts from the start, so a different destination in a given year is not a break from the tradition.
How the tradition works in practice
The postgame declaration is captured while the celebration is still going on. Based on Disney’s 2024 account of Super Bowl LVIII, the sequence has typically looked like this:
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- Camera crews record players on the field immediately after the final whistle, as the Disney question is put to them.
- The footage is edited into a commercial that runs on television and on social platforms. In the 2024 case, the spot ran in English and Spanish.
- The players visit a Disney park, which in 2024 was a Monday visit to Disneyland, followed by a cavalcade on Main Street, U.S.A.
The park visit is a real event that Disney films and promotes, but it is not guaranteed for every player or every year. The on-field line and the later trip are two parts of one campaign, and they do not always happen on the same timeline.
The documented examples compared
The table below lists the Super Bowls for which the sources reviewed describe a Disney element. Entries marked “not stated” are details the cited Disney or ABC material does not report, not claims that the element was absent.
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| Super Bowl | Named participants | Park named | Documented Disney element | Ad language |
|---|---|---|---|---|
| XXI (1987) | Phil Simms, New York Giants quarterback | Walt Disney World | The on-field question and answer that launched the campaign (D23) | Not stated |
| LIV (2020) | Patrick Mahomes, game MVP | Magic Kingdom | MVP ceremony presented by Disney Parks; a Make-A-Wish child joined Mahomes in the Magic Kingdom parade | Not stated |
| LVIII (2024) | Patrick Mahomes | Disneyland | Camera crews captured the moment; Monday park visit and cavalcade on Main Street, U.S.A. | English and Spanish, on television and social platforms |
| LX (2026) | Kenneth Walker III, game MVP, and quarterback Sam Darnold | Disneyland | Camera crews captured “We’re going to Disneyland!” for the commercial; cavalcade on February 9, 2026, less than a day after the game | Not stated |
Seattle beat New England 29–13 in Super Bowl LX, according to Disney’s account. Walker and Darnold delivered the declaration together, which is one of the clearest departures from the single-speaker format of 1987.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Does every winner go to Disney?
No. The tradition is documented for specific Super Bowls, and the details differ from one to the next. The variables readers most often need to check are:
- Destination: Walt Disney World in 1987 and 2020, Disneyland in 2024 and 2026.
- Participants: one player in some years, the MVP and quarterback together in others.
- Park event: a parade in 2020, a cavalcade and visit in 2024 and 2026.
- Format: a television spot, a social post, or both, with language versions added in some years.
The 2020 charitable element
In 2020, Disney Parks presented the Super Bowl LIV MVP ceremony, and a Make-A-Wish child joined Patrick Mahomes in the Magic Kingdom parade. Disney Parks also announced a $1 million donation to Make-A-Wish in Mahomes’s honor. The same release said Disney helped grant more than 10,000 wishes annually at that time. That wish figure is a company-reported number from 2020, not a current independently verified count, and it applies only to that year’s announcement. Nothing in the sources reviewed shows that a donation has been part of every subsequent Super Bowl.
The campaign’s next chapter: “We’re Going”
In February 2026, Disney and ESPN announced “We’re Going,” an adaptation of the phrase for ESPN’s inaugural Super Bowl broadcast, which is scheduled for February 2027. The spot featured more than 60 Disney characters, and the companies presented it as the start of a broader initiative. This is a marketing development separate from the postgame park visits.
Asad Ayaz, Chief Marketing and Brand Officer of The Walt Disney Company, said: “Few phrases are as instantly recognizable in sports as ‘I’m going to Disney World.’” Tina Thornton, Executive Vice President, Creative Studio and Marketing at ESPN, said: “‘We’re Going’ is just the beginning of a year-long adventure to our first Super Bowl.”
Quick Recap
What the record does not establish
- Whether players receive payment or what their agreements require. The sources reviewed do not describe compensation or contract terms.
- Whether the dinner-party origin is accurate in every detail. It is reported by ABC News and attributed to Michael Eisner’s memoir.
- Whether a park visit follows every Super Bowl. The documented examples are a subset of the games.
- Whether the 2020 wish figure or donation has been updated. The figures are dated and company-reported.
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