Sports Leagues Have No Fans in the Stands. Which Leaves Plenty of Space for Advertisers

The MLB and NBA prepare to resume playing with new opportunities for marketers

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Sports fans may be inclined to temper their excitement—after all, nothing in 2020 has gone as scheduled. But believe it or not, professional sports are beginning their crawl back toward normalcy.

With exhibition games underway for both the NBA and MLB, by next week sports fans will find an oasis in an otherwise long drought: Baseball’s shortened season officially kicks off Thursday, and basketball returns the following week.

The excitement is palpable—Fox Sports sold 90% of its MLB ad inventory in anticipation of surging audience demand for the return of sports.



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