Excited for 2020 Sports yet (or put behind 2020?!?)

Heads up, this article was originally written before the challenging sports landscape that we experienced in 2020, so of course I had to critically revisit from a 2021 perspective.

But to see the latest on sports advertising, you can go to www.WeFanTogether.com.

1. You don’t need 20/20 vision to see that it's going to be a historic year for advertising in live sports

Wow, this statement did not age well, this was the most unpredictable year ever. However, do admit it was the most historic year for sports advertising!

Do an informal water cooler survey to quickly confirm what we all know to be true - 96% of all sports events are viewed live*. Then mark your advertising calendar for 2020 since it will be particularly special

The most unfortunate type of "special" you could ever imagine poor, na?ve young man.

Every year, flagship sports events like the College Football Playoff, NFL Football, the Stanley Cup, NBA Playoffs and the MLB Postseason provide reasons to be thrilled about being front and center with key audiences. But keep in mind there are several “bonus” sports this year that are unique to 2020. This includes the 2020 Summer Olympics, the return of College Basketball’s Final Four & Championship to Turner, and premier soccer events highlighted by UEFA’s Euro Cup.

Well we did luckily have the flagship sports events mentioned in some warped ways and all at once, but ouch, all three of the "bonus" events have been punted to 2021

Let's do a quick run-down of the (worst) year (ever):

JANUARY - College Football Still on track in 2020-21, Ivy League & SWAC conferences canceled, Big Ten and Pac-12 will play conference-only games in regular season.

We have the Top-ten conferences, including SEC, ACC, B1G, PAC-12, & Big 12 committing this year, but many with conference-only schedules. The CFB Playoff Committee is going to have a fun time explaining this year.

As the Cotton, Orange and Semifinal Bowl Games cap off 2019, day one of the year starts off strong with the Rose and Sugar Bowl. The College Football Playoff comes to its conclusion with cable’s consistently most-watched event, the National Championship Game on January 13. As with every year, rankings drama continue throughout the season as Power Five conferences jockey and struggle to hang on while underdogs from outside conferences try to claw their way up to the Playoff.

FEBRUARY - XFL League has been canceled for now

Definitely canceled for the immediate future. Poor, ill-fated XFL - we need you now more that ever Dwayne Johnson.

Tired of the football hangover after Super Bowl Week every year (Get used to it!)? The XFL has the perfect solution and hired former NFL players, coaches and experts to make sure the primary focus stays on the quality of the game. Now the 12-week season has been set to again fill your Thursdays and precious weekends with crushing tackles and elaborate touchdown celebrations, all the way to “Superb Owl Sunday” (This name will live on!) ( a made-up XFL championship name patent-pending) on April 26.

MARCH - College Basketball canceled in 2020

The First Really Major Blow to Sports in 2020. Sad Day.

March Madness (does not) come back with the insane single-elimination action that gives 68 teams from across the country a chance to prove themselves on the national stage. As an example to illustrate the craziness, Virginia, the defending champions, were also the first team in history to be eliminated by a 16 seed in the 1st Round of 2018's tournament. College Basketball's rotating Selection Show, Final Four and Championship (will not not) return to TBS, TNT, & TRU in this even year

We have not confirmed what network will get these games in 2021, but can take a guess based on how 2020 went.

APRIL - NFL Draft had record viewership.

The NFL Draft & schedule release (ESPN, NFLN), College Basketball’s Final Four (TBS, TNT, TRU), NIT Championship (ESPN), and MLB get into the swing of things and start off an important sports equinox only rivaled in October. Both the NBA Playoffs (ESPN & TNT) and NHL Stanley Cup Playoffs (NBCSN, NHLN) round out this epic month!

April Fool's for real! - Cancel & Postpone every single sport!

JUNE - UEFA's Euro 2020 postponed until next year

Europe’s best soccer players compete in UEFA’s quadrennial championship for Euro Cup 2020. There will be 24 nations across 12 countries, as Portugal and Cristiano Ronaldo go for their second-straight title.

Europe was the worst hit at the time, but hoping to see a return to EURO 2020 in 2021

JULY - AUGUST - Olympics postponed to Summer 2021, MLB Opening Day is July 22, NBA is back on July 30 and NHL returns August 8!

Just kidding! MLB is finishing the season on time, but delays mean NBA and NHL might not start the next season until January 2021

The wait is over as the 2020 Tokyo Olympics prepares for what is projected to be the hottest Olympics ever- likely in more ways than one. New sports like karate, surfing, and skateboarding make their debut on the world stage with US gold medalist winners like Katie Ledecky, Simone Biles, Justin Gatlin, and Caeleb Dressel returning to light up the screens. Fingers are also crossed that Shaun White qualifies for skateboarding.

The most gender-balanced games in history begins in 2020 with 49% of the Olympics including women's events. Americans continue to bask in the glory of the US Women's Gymnastic team who received a gold team medal in 2016. In fact, all but one athlete received a medal in individual finals in Rio. Golf returns for its second-straight Olympics after a 100+ year break with many more big name players like Rory McIlroy (Ireland) signing on to represent their home countries. NBA names like Harden, LeBron, Kawhi, Lillard, and George are among those expressing interest to compete in basketball as well this summer.

SEPTEMBER - On track for 2020-21 Season

The NFL returns! If you're like me, your fantasy football week will start off strong on NFLN's Thursday Night Football, but your opponent will inevitably come back to win in dramatic fashion during ESPN's Monday Night Football. ESPN traditionally kicks off the season with a MNF doubleheader and NFL Network is expected to end its schedule with multiple games on a late-December Saturday. International games in London and Mexico City are expected to continue (and maybe expand) as well.

Definitely no London or Mexico games

OCTOBER - Undetermined when or how MLB Postseason will return

Every game leading up to the MLB World Series will feature the NLDS on FS1 and the ALDS on TBS with a couple of early games on MLBN. The World Series on Fox Deportes continues to grow each year. The National’s victory over the Astros in Game 7 was the 2nd most-watched Spanish-Language baseball telecast in history.

The sports year ends strong in December with the NBA Christmas Day triple-header lineup on ESPN, College Football Bowl Games and the end of the NFL regular season.

NBA looking to start January 2021 so not Xmas Day games...

Did I miss anything for 2020? I’d bet on it! A lot has changed since we had 10+ Live sports on per day, but I'm excited to announce the return of UFC, NASCAR, International Soccer, PGA TOUR

Wow, don't ask. I missed everything in 2020 sports!

Of course, we have just touched on the landmark milestones of 2020 sports advertising and the beauty of sports is that there are no time outs! On average, there are at least 10 live sports events airing on national TV everyday*, giving endless options to target any sports audience type and enhance any campaign or budget. Don't forget to increase the frequency of cable advertising campaign by adding in high-tech, multi-screen solutions, pre/postgame coverage, sports analysis shows, and more!

How has your plan for sports advertising changed in 2020 as live sports have paused, moved to 2021, or been canceled this year? Please share you tips/thoughts.

This should be good, but we really do want to hear it! What went ok in 2020 or what will be a sports advertising advantage in 2021?

Source: *VAB No Days Off, Sports Report