Rita Ferro leads global advertising for The Walt Disney Company

Rita Ferro, the daughter of Cuban immigrants and President of Global Advertising at The Walt Disney Company, has achieved a significant milestone by selling out the advertising inventory for the 2027 Super Bowl. Some commercial spots for the event reached prices of $9 million or more.

Ferro oversees advertising sales across major brands including ABC, ESPN, Disney+, and Hulu. Her leadership comes as Disney expands its advertising capabilities, including the introduction of AI-powered advertising tools and interactive formats in 2026. The company’s ad-supported streaming services reached an estimated 157 million monthly active users worldwide as of January 2025.

Ferro’s career includes early roles with MTV Latin America and ESPN International. She has been instrumental in integrating Disney’s previously separate sales teams and developing audience data technologies to navigate the shift toward streaming media.