Last season, it was a full-circle moment for Patrick Mahomes. At the age of 17, he posted on Twitter (now known as X), “I bet it feels amazing to be the quarterback who says ‘I’m going to Disney World’ after winning the Super Bowl.”
A common sight at nearly every Super Bowl, let’s take a deep dive into the rather unexpected tradition and how it was born from a simple ad campaign.
What Is the Story Behind ‘I’m Going to Disney World’?
Pulling off a double-digit comeback against the San Francisco 49ers, Mahomes uttered the same words as the Kansas City Chiefs officially cemented their dynasty. However, the story behind it is far richer in history than the simple phrase suggests.
Phil Simms was the Super Bowl MVP in 1987, after rallying the New York Giants to a victory over the Denver Broncos. Immediately after, he was asked what he planned to do next. He responded, “I’m going to Disney World!”
A $50,000 fee for the campaign slogan and a new advertisement was born. Since then, every year, except 2005, at least one player utters the iconic line. It’s not just a bit, though, as the player and his family are treated to an all-day experience at Magic Kingdom.
Only in 2021, due to the limitations of the COVID-19 pandemic did the tradition take a brief pause. However, the next year, the Los Angeles Rams were right back at it, marshaling down Main Street at Disneyland.
It’s not always the Super Bowl MVP who utters the phrase, however. When the New England Patriots won their fourth championship, Tom Brady gave three-touchdown standout running back James White the opportunity, for a tradition that has transcended the sport too.
In the NBA and MLB circles, as well, the iconic phrase is used by players after winning the biggest prize the sport has to offer.
Genesis of the Campaign
A few weeks before Simms proclaimed on national television, the catchphrase was born during a dinner hosted by Disney CEO Michael Eisner and his wife, Jane Breckenridge, alongside mainstream names like George Lucas.
Also in attendance were aviators Dick Rutan and Jeana Yeager, who were co-pilots on the first-ever around-the-world flight flown on a single gas tank. It was Rutan who said, “Well, we’re going to Disneyland,” when Breckenridge asked them what came next for them.
As a result, it spurred the “What’s next?” campaign that has since become a staple of every Super Bowl.