Special to NYSportsJournalism.com
November 28, 2016: As the weeks in the NFL season grow shorter and the playoffs draw closer, marketing for Super Bowl LI is getting more of the spotlight.
Pepsi, which for the fifth consecutive year and sixth overall will be the exclusive sponsor of the half time show, has joined with Papa John’s, the league’s official pizza partner, for a sweepstakes that is offering tickets to the event.
The "Halftime of a Lifetime" promotion is "giving fans a once-in-a-lifetime opportunity to get a front-row seat at the Pepsi Zero Sugar Halftime Show at Super Bowl LI," where the headliner will be Lady Gaga.
More than 116.5 million viewers in the U.S. watched last year's half time show.
Super Bowl LI and Halftime Show will be broadcast by Fox Sports from NRG Stadium in Houston.
According to Pepsi and Papa John’s, "Every NFL gameday from now through December 25, consumers who purchase two medium one-topping Papa John's pizzas and a two-liter Pepsi-Cola beverage will receive a promotional code to be entered for a chance to win an epic Super Bowl experience, including VIP game tickets, sideline passes to the Pepsi Zero Sugar Halftime Show and access to one of the hottest Super Bowl LI parties." (Details here.)
"Papa John's Pizza and Pepsi are a delicious part of making the game day experience even better for our fans," Robert Thompson, svp-marketing for Papa John’s, said in a statement. "Offering consumers the chance to be part of Super Bowl LI and on the sideline for the Pepsi Zero Sugar Halftime Show is truly a once-in-a-lifetime experience."
Both brands will support the effort with multi-media marketing.
In addition to the 'Halftime of a Lifetime' promotion, select Papa John's locations will also offer "Papa's Play" during NFL Monday Night Football on ESPN.
"Pepsi and Papa John's are NFL gameday staples, so we are thrilled to amplify our collective presence at Super Bowl LI."
According to Papa John’s, "If the teams facing off combine to score 51 points or more, the 'Papa's Play' offer — a large one-topping pizza and any 2-liter Pepsi-Cola beverage for $10 — will become active." (Details here.)
Pepsi said this is it the first-time that parent company PepsiCo has extended its contractual rights to the Pepsi Zero Sugar Halftime Show for use to a key customer.
According to Roberto Rios, svp and CMO for PepsiCo Foodservice, "Pepsi and Papa John's are NFL gameday staples, so we are thrilled to amplify our collective presence at Super Bowl LI. We are excited to extend our partnership and will continue to collaborate in innovative ways to elevate our consumers' experiences."
Pepsi sponsored the Super Bowl Half Time show in 2007 (Super Bowl XLI) and has been the exclusive presenting sponsor since 2013 (Super Bowl XLVII).