Live Sports’ Imminent Return Should Electrify the Faltering TV Ad Sales Marketplace

NFL and other top leagues would generate billions in advertising revenue

Nearly three months since every major professional sports league shut down due to Covid-19, the return of live sports to TV could finally be just around the corner.

With the National Basketball Association, National Hockey League and Major League Baseball laying the groundwork toward resuming play in July and August, and the National Football League releasing its full season schedule last month, buyers are “cautiously optimistic” about live sports becoming a reality once again, said Jeremy Carey, managing director of Optimum Sports, Omnicom’s sports media and marketing division.




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This story first appeared in the June 8, 2020, issue of Adweek magazine. Click here to subscribe.