Disney said it had sold out all its commercial inventory tied to its coming 2027 telecast of Super Bowl LXI, showing a remarkable push to a financial touchdown that seemed in danger of being blocked just a few weeks ago.

Hugh Johnston, the company’s chief financial officer, announced the close out of ad sales tied to the NFL spectacular during a call with investors Wednesday.

Disney said it had signed deals with “58 brands across 34 distinct categories, including financial services, candy, personal care, and software” and noted it had captured “one of the broadest advertiser and category mixes in Super Bowl history. Nine advertisers are first-time advertisers in the Big Game.

The announcement marks an intriguing reversal of fortune. Just weeks ago, advertisers and media buyers had complained that Disney was being too aggressive in its pricing, with the company seeking as much as $10 million for a 30-second ad along with a similar “match” for other advertising inventory. Disney subsequently backed away from its demands and started to sell 30-second berths for $8 million to $9 million, according to people familiar with the talks.