Brands and their sponsors need to start preparing now for when things do return to normal. Be ready to take advantage of any extra branding that can be offered in “we missed you”, “welcome back”, and “thank you” messaging campaigns. For example, consider how empty stands at any sporting event can become additional branding assets. The team bench has become a main focal point for TV cameras and photo ops, so when fans are welcomed back into the stadiums, what extra messages, banners, and signs can be created for them in the areas surrounding the team bench? In times of crisis, we can benefit greatly by learning from the hardships and discovering new areas of potential and growth.