Disney plans to hold three different events as part of its upfront sales process, guiding advertisers through its ad-tech, sports offerings and overall content slate as the company gears up to sell advertising for its first Super Bowl in more than two decades.

Disney has set its 2026 upfront presentation for advertisers, which will return to New York City's North Javits Center on May 12 at 4 p.m. ET. Leading up to the upfront, Disney will also host its annual global tech and data showcase on Jan.