ESPN Unveils Massive Santa Monica Beach Presence for Super Bowl LXI Week in 2027

As ESPN prepares to air its first-ever Super Bowl broadcast, the network is planning a massive week-long takeover of Southern California’s coastline ahead of Super Bowl LXI in February 2027.

Centered around the iconic Santa Monica Beach and the historic Santa Monica Pier, ESPN announced plans for “ESPN Beach,” a sprawling beachfront broadcast and fan experience designed to serve as the centerpiece of the company’s Super Bowl week coverage.

The immersive setup will function as ESPN’s primary multiplatform hub throughout Super Bowl week, blending live television, digital storytelling, fan activations, and entertainment experiences into one large-scale destination along the Southern California coast. Super Bowl LXI is scheduled for Feb. 14, 2027, and will air on both ESPN and ABC, marking the first time ESPN will produce the NFL’s championship game broadcast.

ESPN Beach to Anchor Coverage

Beginning Monday, Feb. 8, ESPN Beach will host daily studio programming from morning through primetime, featuring many of the network’s most recognizable personalities and flagship shows broadcasting live from multiple beachside sets.

ABC will also maintain a dedicated presence throughout the week, expanding the combined reach of Disney’s sports and entertainment coverage during one of the biggest annual events in sports.

Designed specifically for Super Bowl week, the broadcast compound will serve as both a production headquarters and a fan-friendly gathering point, placing ESPN’s coverage directly on the Pacific coastline with scenic views and a high-energy atmosphere reflective of the Super Bowl spectacle.

The setup is expected to support live television, social media content, digital programming, interviews, and special features throughout the week leading into the game at SoFi Stadium.

Free Fan Experience at Santa Monica Pier

In addition to the broadcast center, ESPN will transform the Santa Monica Pier into a free interactive fan zone celebrating sports, entertainment, and Disney brands.

Fans attending ESPN Beach will be able to participate in interactive games, themed attractions, immersive experiences, and live activities designed to capture the excitement surrounding Super Bowl week.

The activation aims to create a family-friendly destination where football fans and tourists alike can experience ESPN’s Super Bowl coverage up close while enjoying the culture and atmosphere of Southern California’s beach scene. Food offerings, themed merchandise, public viewing areas, and open-air events are also expected to be part of the beachfront festivities.

Expanding Across Southern California

While Santa Monica Beach will serve as the centerpiece of ESPN’s Super Bowl plans, the company confirmed that its footprint will stretch across the Los Angeles region during the week.

Additional programming and activations are planned for locations throughout Southern California, including Disneyland Resort.

Meanwhile, the majority of ESPN’s Super Bowl Sunday pregame coverage will originate from SoFi Stadium, where the network’s historic first Super Bowl broadcast will culminate.

The initiative is part of ESPN’s broader “Year of the Super Bowl” campaign, with additional announcements and programming details expected in the months leading up to the event.

Disney Advertising to Offer Cross-Platform Opportunities

Alongside the broadcast and fan experiences, Disney Advertising plans to introduce premium marketing opportunities tied to Super Bowl LXI across ESPN, ABC, and Disney’s broader media portfolio.

According to the company, advertisers will have access to integrated campaigns, custom content, live events, and cross-platform visibility connected to one of the largest television events in the world. With ESPN Beach expected to become one of the most visible attractions of Super Bowl week, Disney is positioning the event as both a sports and entertainment showcase that extends beyond the game itself.