It’s become a tradition for a representative of the winner of the Super Bowl to make a trip to Disney the following day and that continued with the Seattle Seahawks victory in Super Bowl 60. Quarterback Sam Darnold and Super Bowl MVP Kenneth Walker III made the trip to Disneyland in Anaheim to celebrate their victory. There was a victory parade down Main Street, U.S.A and the pair also got to take in some rides including the famous tea cups! There’s also a really complex process that allows a TV commercial to be made about it on the fly as soon as the game ends.

Sam Darnold and Kenneth Walker III. You and the Seattle Seahawks just won the Super Bowl. What are you going to do next? We’re going to Disneyland!

This is a long-standing marketing effort as since 1987 the Super Bowl MVP or another player has filmed the commercial on the field immediately after winning, declaring they are heading to a Disney park. It is quite the ordeal for the NFL and Disney to pull off in identifying the right player and filming the iconic words right after the victory. The spot is actually filmed by the NFL Films crew as part of a sponsorship deal with Disney. In the past Disney would negotiate in advance with likely MVP candidates to secure their participation should they win. Phil Simms of the New York Giants was the first to appear in the commercial, but the NFL negotiated with he and John Elway of the Broncos in advance (as a QB often wins the honor). Simms was reluctant at first as it seemed awkward to negotiate in advance of the game, but eventually agreed as he was paid $75,000 win or lose. Elway was also paid, but a lesser amount, reportedly as low as $15,000 being he was a younger player. Since that time Disney attempts to sign contracts with as many likely payers as possible and sometimes even whole teams.

In 2027 this promotion will be enhanced even further as the game is being played in Los Angeles and broadcast on ABC and ESPN. At the conclusion of the game 24 hours of Disney-focused programming is planned including SportsCenter and Good Morning America broadcasting live from the park. If you know which player will be saying the famous, “I’m going to Disneyland!” words next year after Super Bowl 61 you can probably make some good money on a futures bet in Vegas!