"I’m going to Disney World!" It is the phrase that signals the ultimate peak of professional football success. For nearly four decades, Super Bowl winners go to Disney to celebrate their championship, turning a simple marketing campaign into one of the most enduring traditions in American sports. As the confetti falls and the Lombardi Trophy is hoisted, the world waits for the game’s biggest star to look into the camera and announce his travel plans. But how did this connection between the gridiron and the Magic Kingdom actually begin?
The Origins of the "I’m Going to Disney World" Campaign
The tradition didn't start in a boardroom full of advertisers, but rather at a dinner table. In early 1987, then-Disney CEO Michael Eisner and his wife, Jane Eisner, were dining with Dick Rutan and Jeana Yeager. The duo had just made history by completing the first non-stop flight around the world without refueling. During the meal, Jane Eisner asked what they planned to do next after such a monumental achievement. Their response—"Well, we’re going to Disneyland"—sparked an idea that would change sports marketing forever.
Michael Eisner recognized the potential of capturing that raw, post-achievement emotion. He realized that after a person reaches the pinnacle of their profession, the next logical step is to celebrate in a place associated with joy and childhood wonder. Disney quickly moved to turn this concept into a formal marketing campaign titled "What’s Next?" which was timed perfectly for the upcoming Super Bowl XXI.
Phil Simms and the First Super Bowl Shoutout
The first player to officially usher in the era where Super Bowl winners go to Disney was New York Giants quarterback Phil Simms. Following the Giants' 39-20 victory over the Denver Broncos in 1987, Simms looked into the lens of a Disney camera and delivered the iconic line. The logistics, however, were more calculated than they appeared on screen.
To ensure they captured the moment regardless of the outcome, Disney reportedly struck deals with both Simms and Broncos quarterback John Elway before the game began. Both players were paid $75,000 to say the phrase if they won. Simms, having earned the Super Bowl MVP title with a nearly flawless performance, became the face of the inaugural campaign. The commercial aired just hours after the game ended, cementing the phrase in the American lexicon.
How the Selection Process Works
While the Super Bowl MVP is the most common choice to lead the Disney parade, it is not a guaranteed selection. Disney and NFL officials coordinate closely during the final minutes of the game to identify the player who best represents the "Disney" image and has the most compelling story from the championship game. Usually, the player is someone who has had a standout performance or a historic milestone.
- Patrick Mahomes: The Kansas City Chiefs quarterback has become a regular at the parks, making multiple trips following his various Super Bowl victories.
- Tom Brady: The legendary quarterback has shouted the phrase multiple times, even sharing the honor with teammate Rob Gronkowski after Super Bowl LV.
- Emmitt Smith: The Dallas Cowboys legend was a prominent face of the campaign during the team's 1990s dynasty.
In some rare instances, multiple players are chosen, or the selection shifts to a player who captures the heart of the fans, even if they aren't the statistical MVP. The goal is always to capture the magic of the moment.
The Logistics Behind the Magic
The execution of the "I’m going to Disney World" commercial is a feat of incredible timing and coordination. Disney typically has two camera crews stationed on the sidelines—one prepared for a Disney World (Florida) version and one for a Disneyland (California) version. As soon as the clock hits zero, the crews must navigate the chaos of the field to find their designated player before the adrenaline of the win fades.
The celebration doesn't end with the camera flash. The very next day, the chosen player is flown on a private jet to either Orlando or Anaheim. There, they headline a massive celebratory parade down Main Street, U.S.A., surrounded by characters like Mickey Mouse and thousands of cheering fans. For the players, it serves as a whirlwind 24-hour transition from the intensity of the NFL season to the "Happiest Place on Earth."
Evolution of a Cultural Phenomenon
Over the years, the tradition has expanded beyond the NFL. Winners of the World Series, the NBA Finals, and even Olympic gold medalists have participated in the "What’s Next?" campaign. However, it remains most closely associated with the Super Bowl. The phrase has been parodied in movies, referenced in television shows, and remains a bucket-list item for every player entering the league.
Even as sports media has evolved into the digital age, the simplicity of the Disney tradition holds strong. It provides a humanizing moment for athletes who have just spent months in a high-pressure, physical environment. When Super Bowl winners go to Disney, it signals to the world that the work is done, the championship is won, and it is finally time to celebrate.
Sources & Original Reporting
