I'm going to Disney World!

In his 1998 memoir Work in Progress, Disney CEO Michael Eisner credited his wife, Jane, with the idea for the campaign.[5] According to Eisner, during the January 1987 grand opening for the Star Tours attraction at Disneyland, the couple dined with Dick Rutan and Jeana Yeager, who in December 1986 had piloted the first aircraft to fly around the world without stopping or refueling. After Jane Eisner asked what the pilots planned to do next, they replied, "Well, we're going to Disneyland." She later told her husband the phrase would make a great advertising campaign.

Following Super Bowl XXI on January 25, 1987, a Disney commercial starred New York Giants quarterback Phil Simms, in which he was asked "Now that you've won the Super Bowl, Phil Simms, what are you going to do?" Simms, who replied "I'm going to Disney World", was paid $75,000; John Elway was paid the same amount, in case the Denver Broncos won.[6] The company later aired three more ads that year with other athletes following major sports championships.

Ray Lewis was named Super Bowl XXXV MVP, but because of a murder trial he was involved in the previous year, the phrase "I'm going to Disney World!" was given instead to quarterback Trent Dilfer.[7]

In subsequent years, Disney reportedly has offered $30,000 to athletes and other stars for participating in the ads and appearing at one of its theme parks.[8]

Although Tom Brady was named MVP of Super Bowl LI, he gave the Disney trip to teammate James White.[9]

In 2006, the campaign resumed before Super Bowl XL as Disney projected scenes from the 20-year history of the campaign onto a Detroit skyscraper in the days before the game.[10] During the television broadcast, Disney aired a commercial showing members of the Pittsburgh Steelers and Seattle Seahawks practicing how they would deliver the famous phrase while preparing for the game. The following day, the company began airing a traditional "What's Next" commercial featuring Steelers Hines Ward and Jerome Bettis.[11] Even though it was not part of the ad buy in 2016, Peyton Manning said the famous phrase in an interview after Super Bowl 50.[12]

For Super Bowl LIV in 2020, Disney Parks, Experiences and Products was the official sponsor of that game's MVP ceremony;[13] Patrick Mahomes' announcement of the phrase was thus embedded into the broadcast post-game show, which included appearances by Mickey and Minnie Mouse alongside 10 year-old Make-a-Wish child Nathaniel from Austin, Texas.[14][15] During the Disney World parade honoring Mahomes, Nathaniel also took part, representing the Make-a-Wish Foundation.[16][17][18][19][14][20][21] Nathaniel also posed with Mahomes, Disney Parks, Experiences and Products Chairman Bob Chapek, Mickey and Minnie, NFL Commissioner Roger Goodell and Make-A-Wish America President/CEO Richard K. Davis when Chapek announced a $1 million donation to the Make-a-Wish Foundation in Mahomes' honor.[22] 17 other children from the Make-A-Wish Foundation also got free passes to attend the parade as well.[20][21]