TV Upfronts

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

NFL and other top leagues would generate billions in advertising revenue

Photos of different sports athletes from the NHL, NBA, NFL and MLB
The handful of competitions that have already aired prove just how eager advertisers and audiences are for any kind of live sports offering.Getty Images
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By Jason Lynch

June 8, 2020

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.

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

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Jason Lynch

Jason Lynch is TV editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.

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