Advertising Industry Braces for an NFL Season Unlike Any Other (if It Happens)

With billions at stake, brands, agencies and networks are preparing for all contingencies

NFL logo on on padding of goalpost
The NFL generated an estimated $4.6 billion in national TV ad revenue last year. Getty Images

The sports marketplace, which had been dormant since leagues shut down in March due to Covid-19, finally roared back to life over the past few weeks, as the NBA, MLB and NHL resumed play. But just as marketers were beginning to celebrate sports’ successful return, there was more upheaval last week, when two of the Power Five conferences—the Big Ten and Pac-12—elected to postpone their college football seasons until 2021.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.
@RyanBarwick Ryan is a brand reporter covering travel, mobility and sports marketing.
@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.