Super Bowl MVPs always say they're 'going to Disney World'... but how did  two famed test pilots launch the celebrated marketing campaign with Giants QB Phil Simms in 1987?

Super Bowl MVPs are famously asked to declare 'I'm Going to Disney World' or 'Disneyland' after winning the big game, but just how did the celebrated marketing phrase come about?

As explained by TikTok user Frank Hrelja in a recent viral post, the seed for the renowned campaign was first planted by pilots Dick Rutan and Jeana Yeager in early 1987.

The previous year, Rutan and Yeager made history by completing the first non-stop, non-refueled flight around the world and safely returned to Edwards Air Force Base in California following the nine-day voyage.

Shortly after their historic trip, Rutan and Yeager (no relation to pilot Chuck Yeager) found themselves at dinner with Disney executive Michael Eisner and his wife, Jane, who asked about their future plans: 'What are you going to do next?'

In a humorous moment, Rutan and Yeager said they'd be going to Disneyland, which gave the Eisners an idea.

Dick Rutan and Jeana Yeager were the first pilots to fly around the world on a single gas tank 

Phil Simms famously became the first to say 'I'm going to Disney' after Super Bowl XXI

'That line would make for an incredible marketing slogan,' Hrelja said.

With weeks to spare ahead of Super Bowl XXI, Disney contacted the two quarterbacks competing in the big game: The Denver Broncos' John Elway and the New York Giants' Phil Simms.

The offer was simple: The winner of the game would get $50,000, provided they agree to deliver the now-famous line to a Disney camera crew following the victory.

So when Simms' Giants' pulled off the 39-20 win at Pasadena's Rose Bowl, he was then approached by Disney cameramen, who asked: 'What are you going to do next?'

Tom Brady appears at Disney in 2004 after winning Super Bowl MVP days earlier 

Mickey Mouse with Super Bowl MVP and Kansas City Chiefs quarterback Patrick Mahomes

Super Bowl MVP Hines Ward of the Pittsburgh Steelers and Mickey Mouse in 2006

Simms delivered his line flawlessly ('I'm going to Disney World') and a legendary marketing campaign was born.

Nowadays Super Bowl MVPs take part in a parade at Disney World or Disneyland after the win.

However, Super Bowl XXXV MVP Ray Lewis was not asked to participate in the campaign after being tried – and acquitted – on murder charges in Georgia.

Instead, Baltimore Ravens quarterback Trent Dilfer handled the honors.

Tom Brady declined the trip to Disney after Super Bowl LI, instead passing the opportunity to running back James White.