Disney Will Show Super Bowl 2027 Through the Eyes of Star Wars Characters

Actor Anthony Daniels, who played the droid C-3PO in the saga's films, will join the project. The participation of the original actor directly connects the animated version to the film universe.

How Does It Work Technically?

The gameplay will be converted into animation through a combination of two tracking systems:

• NFL Next Gen Stats — a platform for collecting data on player movements;
• Hawk-Eye Innovations from Sony — an optical tracking system that records positions on the field.

Data from the two systems makes it possible to transfer every action of the real football players onto animated characters without any delay relative to the main broadcast.

Why Is This Important for Advertisers?

Commercial interest in the project has already been confirmed by the numbers. According to Variety, in August 2025, Walt Disney Co. sold out all available advertising slots for the Super Bowl broadcast.

This means that demand for inventory around the game was filled a year and a half before the game itself. The additional animated channel expands the broadcast audience — primarily through family viewers and fans of the franchise.

For the advertising market, Disney's decision means a multiplication of touchpoints within a single event: brands gain access both to the classic broadcast and to its entertainment version with the children's and family audience of Disney Channel and Disney XD.

Conclusion: Disney is turning Super Bowl 2027 from a sporting event into a multi-platform media product — with a second, animated broadcast and advertising fully sold out 18 months before the game.