PepsiCo Renews, Enhances Pepsi NFL Deal, Drops Super Bowl Halftime Show
Tuesday, May 24, 2022 at 07:31PM By Barry Janoff
May 24, 2022: Describing the move as part of a “larger strategic shift to bring unprecedented music and entertainment experiences to fans and consumers,” PepsiCo said its Pepsi division has extended its pact with the NFL, but has decided not to renew its title sponsorship of the Super Bow Halftime Show.
Under terms of the new deal, PepsiCo maintains category rights for such brands as Pepsi, Frito-Lay, Tostitos and Gatorade, the latter of which remains the NFL’s official sports performance provider in locker rooms and on sidelines.
PepsiCo and the NFL said they are developing a line of athlete-focused products, which will be provided exclusively to NFL players during the 2022 season before being hitting retail nationally for consumers, scheduled for Q1 2023.
Pepsi was the lead Halftime Show sponsor during Super Bowl XLI (2007) and then from Super Bowl XLVII (2013) thru Super Bowl LVI this past February.
The NFL said it is reviewing bids for the high-profile Halftime Show, which could be worth upward of $50 million annually, according to industry analysts.
The Super Bowl LVI Halftime Show on NBC had more than 103 million viewers, according to the NFL
“The Super Bowl Halftime performance has grown to become the most talked about musical event of the year and delivers what advertisers most crave — aggregating a massive live audience,” an NFL spokesperson told The Hollywood Reporter.
“As you would expect, we’ve received an incredible amount of interest from the marketplace and look forward to announcing a new partner.”
Pepsi said there have been 26 musical acts featured during its time as Halftime Show sponsor, most recently Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.
Super Bowl LVII is scheduled for State Farm Stadium, home for the Arizona Cardinals, on Feb. 12 (Fox).
Prior to Pepsi, Bridgestone was the Super Bowl Halftime lead sponsor from Super Bowl XLII (2008) thru Super Bowl XLVI (2021), so this would mark just the third Super Bowl Halftime sponsor since Super Bowl XL (2006, Sprint-Nextel).
“(Our) decision to leave the Halftime Show is the first move as part of a larger strategic shift to bring unprecedented music and entertainment experiences directly to fans where they are now, and where they will be in the future, guaranteeing the level of access and engaging experiences fans have come to expect from the brand,” PepsiCo said via the company.
“Our priorities and their priorities have evolved, and we wanted to make sure that as we continue this partnership that we’re all working toward the same goal,” Tracie Rodburg, NFL svp-sponsorship management, told CNBC.
The NFL is aligned with Jay-Z’s Roc Nation as Halftime Show producer.
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