Players, fans and advertisers alike face a tricky playing field and, in the weeks ahead, will have to navigate the ongoing challenges spurred by COVID-19. Despite that, brands have begun to confirm their ad buys or announce switch-ups for the championship match in February.

Historically, the big game is an ad revenue juggernaut, raking in $435 million in more than 51 minutes from ads in 2020's game. This year's host network CBS sold about 80% of its inventory as of early December, charging around $5.5 million for 30 seconds of airtime. Still, it remains to be seen how the differing sectors will face off, with movie studios suffering this year and the snack category seeing a windfall in recent quarters from folks spending more time at home.