Following the Chiefs comeback win over the 49ers in Super Bowl LIV, Patrick Mahomes was named Super Bowl MVP and got to say those five famous words ‘I’m going to Disney World’, and it turns out that quick-phrase is worth a lot of money.
For those that may not know, the Super Bowl MVP screaming ‘I’m going to Disney World’ over the years isn’t just some random coincidence. Super Bowl MVP’s shout out Disney because the company reportedly pays them to come to the park, take part in a parade and show face in promos.
Newsweek reports that players are usually compensated up to $70,000 for their visit, which is a tiny drop in the bucket compared to how much money Disney gets in return after MVP’s shout the phrase.
According to expert claims to Business Insider, Mahomes’ moment on camera easily covered the $5.6 million cost for a 30-second ad, but it goes well beyond that.
The real money here is in the sales that could be generated from Mahomes’ moment, Disney could be looking at an extra $1 billion in that area.
Mahomes endorsed Disney shortly after he spearheaded a comeback watched by 102 million people. His five words could generate more than $1 billion in extra sales for the company, Mark Douglas — the CEO of SteelHouse, a digital advertising specialist — told Business Insider in an email.
For example, the shoutout is likely to spur thousands of people to book Disney hotels and cruises, buy tickets to its theme parks, subscribe to Disney+, see “Mulan” at the cinema, and purchase Disney toys, clothing, and video games.
“There’s also intangible value in having the MVP of the Super Bowl say they’re going to Disneyland,” Douglas added. “It reinforces the Disney brand — it’s safe, it’s fun, and it’s where champions go.”
On top of all of that, seven years ago Mahomes literally tweeted about how it must feel amazing to be able to say ‘I’m going to Disney World’ after winning the Super Bowl. That dream came true, so there’s that authentic side to the puzzle here as well.
Either way, we’re talking about a lot of coin here.