The advertising industry is focused on an upcoming event that is so big it can be identified pretty much by a single letter, “L.” More accurately, it’s 2016’s Super Bowl 50, called "The L" for the Roman numeral it will carry, reports Brian Steinberg in Advertising Age.

"Without question, the [National Football] League will focus very heavily on the anniversary," said Omnicom Group’s Optimum Sports managing director Tom McGovern.

It’s likely that NFL sponsors will get first dibs on the promotion, starting in the fall of 2015. Still, it’s so early — after all, it’s still unknown which teams will be competing in the 2013 Super Bowl — planners haven’t even picked a host city for 2016.

"Advertisers who have a long tradition of running ads on the Super Bowl would be well advised to emphasize this heritage and appeal to nostalgic feelings," said Villanova School of Business marketing professor C. Raymond Taylor, according to the article.