After a decade of sponsoring the Super Bowl Halftime Show, Pepsi has decided to hand over the mic. The carbonated beverage giant announced the news on Twitter, but it does not mean the end of its relationship with the National Football League (NFL), which hosts the Super Bowl every year.
The company announced on Twitter that it will no longer be the sponsor of the Big Game’s annual halftime show, ending a 10-year run.
In the tweet, they said that they have decided to hand over the mic after completing ten years of iconic Pepsi Super Bowl Halftime Show performances. “We’d like to express our gratitude to all of the incredible artists and fans who assisted us in creating some incredible moments along the way. “Now we move on to the next stage.”
Pepsi renewed its NFL sponsorship without the Super Bowl, which means “Pepsi gets pouring rights at top NFL events, including the NFL Draft,” according to CNBC.
Since 2013, Pepsi has been the presenting sponsor of the Super Bowl Halftime Show. “Over the past ten years, 26 musical acts representing 168 Grammys and nearly 1,000 Billboard hits have rocked the Pepsi Super Bowl Halftime Show stage,” Pepsi said on Twitter. This year’s final show featured an all-hip-hop line up, including Eminem, Snoop Dogg, Mary J. Blige, Kendrick Lamar, Dr. Dre, and 50 Cent. Over the years, they have followed artists such as The Weekend, Jennifer Lopez, Shakira, Maroon 5, Big Boi, Travis Scott, Justin Timberlake, Lady Gaga, Coldplay, Beyonce, Bruno Mars, Katy Perry, and many others.
CNBC previously reported that the NFL planned to move on and sell the halftime rights. Pepsi’s original deal, which began in 2012, was reportedly worth $2 billion over a 10-year period. The NFL is reportedly looking for a new halftime sponsor to pay up to $50 million per year.
PepsiCo, the brand’s parent company, is not abandoning the NFL. Its budget is now being allocated to other NFL properties such as the NFL Draft and various player awards. As broadcast advertising declines, the company is increasing its focus on streaming and digital platform advertising.
According to FrontOfficeSports.com, the 2021 Super Bowl Halftime Show, which featured Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, and Eminem, drew over 103 million viewers. The broadcast earned Pepsi more than $9 million in media value.
Follow and connect with us on Facebook, LinkedIn & Twitter
