SBLXI marks a first on multiple fronts: the first Super Bowl for ESPN and Disney, and the beginning of a new chapter in how the world’s biggest sporting event can come to life across The Walt Disney Company.
To commemorate the moment, we created a custom Super Bowl LXI pin bringing Mickey into the official game identity. The collaboration represents a first for both sides. Disney IP had never been integrated into a Super Bowl mark in this way, and the NFL had never allowed another entertainment property to live within its Super Bowl brand.
The pin made its debut at Disney’s D23, bringing together Mickey, the Lombardi Trophy, and the Southern California-inspired Super Bowl LXI identity. More than a piece of memorabilia, it represents a unique collision of sport, entertainment, and culture. A small artifact marking a pretty big first.
A new chapter. One iconic mouse. The biggest game in sports.