The biggest night in the sporting calendar is coming around once again. But in the era of the pandemic, the Super Bowl is going to look rather different this year.

And one particular change? The lack of advertising by Coke, Pepsi, and even Budweiser, and it seems there's a big reason for this...

The Super Bowl is coming around again.

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The biggest date in the sporting calendar is rolling around for the 55th time.

The annual championship game has become more than just a sporting spectacle...

Complete with celebrity-studded halftime shows, eye-wateringly expensive ad slots, and of course, some great football to go along with it - there's no doubt the Superbowl is one of the biggest sporting events of the year.

The game was originally created as part of the merger agreement between the NFL and its rival, the American Football League (AFL).

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Originally, the game took place in early to mid-January, but now it takes place on the first Sunday in February due to the current NFL schedule.

The game continually dominates viewing figures.

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The Super Bowl frequently tops the ranks as the most-watched broadcast in the US - firmly cementing itself as America's most-watched game.

So much so...

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That the 2015 game still holds the title as the most-watched US telecast of all time, with a staggering viewership of 114.4 million, according to CNN. 

And its record-breaking impact stretches across the Atlantic too...

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The Super Bowl is one of the most-watched annual sporting events in the world, coming in second to the UEFA Champions League final.

Although there's no doubt that the Super Bowl has become about much more than just the football...

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Of course, it's a long-anticipated day for football fanatics, but the annual event has rakes in views from those who don't even care for the sport.

The star-studded half-time show steals a lot of the attention...

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What traditionally began as a college marching band has transformed into one of the biggest and sought after gigs in the world - with many of our favorite a-listers crossing their fingers that they'll land the job.

Popular artists began taking to the stage during the game's third decade...

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With the likes of New Kids on the Block, Gloria Estefan, and Michael Jackson performing at the event - it soon became a tradition for high-profile acts to headline.

Fast forward to now, and several big names have taken to the stage.

The likes of Lady Gaga, Beyonce, and Prince have performed the lucrative gig.

But this year, things are looking a little different.

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The pandemic has effected everything - and the Super Bowl is no different.

Obviously, the game will have to go on without large crowds.

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And many are concerned that the home viewing figures may be similarly lackluster.

"We have a pandemic that is casting a pall over just about everything," said Paul Argenti, Dartmouth College professor of corporate communication.

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"It's hard to feel the exuberance and excitement people normally would."

I think the advertisers are correctly picking up on this being a riskier year for the Super Bowl," Charles Taylor, marketing professor at Villanova University, agreed.

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"With COVID and economic uncertainty, people aren't necessarily in the best mood to begin with."

"There's a risk associated with messages that are potentially too light."

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"At the same time, there's risk associated with doing anything too somber."

"It's a tough year to do an ad."

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And it seems many companies are feeling the pinch.

It was previously confirmed that both Coke and Pepsi had declined ad space.

With the cost of an estimated $5.5 million for 30 seconds during the Feb. 7 broadcast on CBS, brands have decided it's just not worth it.

And today, the Super Bowl has been hit with another blow.

This year will also be without an iconic Budweiser ad.

There are some ads confirmed, though.

TikTok rival Triller, online freelance marketplace Fiverr, and online car seller Vroom, alongside M&M's, Pringles, and Toyota will be making an appearance.

It's not all bad, though.

"The Super Bowl is the most popular sports event, aside from the World Cup, that anybody is going to see."

"An event that draws that many people to the advertising is never going to go away."

It's certainly going to be interesting to see what happens!

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