With an estimated audience of over 150 million people each year, sports are one of North America’s most important forms of Live Entertainment. However, the COVID-19 emergency and the abrupt interruption of all sporting events have created a great void in the lives of many fans. The same brands that had invested millions in sponsorship rights suddenly asked themselves: “What now?”

After the initial shock, some virtuous brands have been able to successfully adapt their plans to create new communication possibilities for consumers.

The return of sports on television has allowed brands to remind fans of the enjoyable experience of watching the game from home, but more importantly, it has allowed them to remember how they play a fundamental role in creating highly shareable and memorable sporting moments.

Pepsi, a longtime NFL partner, introduced Pepsi’s “Tailgate in a Box” activation this month to celebrate the start of the 2020 NFL season. Pepsi will reward a lucky few with a “tailgate experience” delivered to their homes, featuring a cornhole game, speaker, cooler, blanket, projector, as well as an assortment of Pepsi and NFL merchandise.

Brands can play a significant role in helping recreate the memorable moments fans crave.

Not only did Pepsi bring the stadium experience home, but they also reminded consumers of the role their products play in providing the best viewing experience possible, no matter where the game is taking place (who doesn’t want to sip an ice-cold Pepsi while watching the game?). And while only a lucky few will experience the grand prize tailgate, the experiential activation will be amplified across digital and social channels to showcase and share their excitement with many more fans.

The hope is that as we return to a new normal and re-enter the world, we can look back fondly on how we spent our time at home.

Brands that recognize the increased importance of time spent at home will be able to seize the opportunity to create more of the lasting memories usually associated with live event experiences. Brands that play a significant part in these memories will continue to have a relevant place in consumers’ lives, long after the promotion is over.

If we’ve learned anything from this pandemic, it’s that consumers are resilient and will continue to adapt—finding new ways to buy and consume the goods they want, new ways to connect with their passions, and new ways to pursue their entertainment needs. Agile brands choose to change based on customer demands and needs and are ready to capitalize on that.