The NFL as a business is a never-ending quest to maximize the profit margin out of every day of the calendar. There was a long period of time throughout the league’s history in which football was only relevant in the public’s consciousness for five or so months out of the year, if that. In today’s day and age, they continue to make the league relevant 365 days a year—366 in the case of 2020.
The latest step that the league has taken, which just so happens to have included Leap Day, February 29, was to move the NFL Scouting Combine to primetime, with the thinking obviously being that if you move the event into a primetime slot, more people are going to view it, which will make it a more marketable product, and something to profit off of even further.