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

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.