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Jul262012

Pepsi Goes The Whole Ten Years, Returns To Super Bowl Halftime Show

By Barry Janoff

July 24, 2012: Pepsi said it has signed a multi-year deal to become the title sponsor of the Super Bowl halftime show, beginning with Super Bowl XLVII, to be played at the Mercedes-Benz Superdome in New Orleans on Feb. 3.

Pepsi takes over from Bridgestone, which has sponsored the last five halftime shows. Pepsi last sponsored the halftime show at Super Bowl XLI.

PepsiCo is an official marketing partner of the NFL via brands including Pepsi, Gatorade, Doritos, Quaker and Tropicana.

After New Orleans, Super Bowl XLVIII will be held at MetLife Stadium in New Jersey and Super Bowl XLIX will be held at the University of Phoenix Stadium. The site for the NFL's historic Super Bowl L has not yet been determined.

Madonna's performance during the halftime show at Super Bowl XLVI this past February attracted a record 114 million viewers, according to NBC, which broadcast the game and halftime festivities. The talent for Super Bowl XLVII has not yet been named.

"Pepsi's deep-rooted heritage with the Super Bowl and with music truly makes this relationship a natural fit," Adam Harter, vp-consumer engagement for PepsiCo Beverages, said in a statement. "As the most watched and highly-anticipated entertainment event of the year, the Super Bowl halftime show is right at the heart of sports and music. We are excited to provide a fully integrated fan engagement experience for NFL and Pepsi fans."

Bridgestone recently renewed its deal as the official tire of the NFL, with plans to extend into the NFL Draft and other segments, but elected not to remain Super Bowl halftime sponsor. Bridgestone said it would continue to have a presence during the Super Bowl via TV ads and other activation.

The 2012 season will be Pepsi's 11th as the NFL's official soft drink and presenting sponsor of the NFL Rookie of the Week and Rookie of the Year awards. Pepsi also has 16 NFL team deals in place, including a partnership with the Pittsburgh Steelers that was unveiled on Monday.

PepsiCo said that this deal "marks an important extension of Pepsi's 'Live for Now' campaign, which looks to capture the excitement of the moment and deliver experiences and content that is current in pop culture."

"On Super Bowl Sunday, the Big Game is at the center of the pop culture conversation," said Harter. "This is the perfect opportunity to inspire and invite Pepsi fans to Live for Now."

In addition to running ads during the Super Bowl broadcast on CBS, Pepsi said it would support through print, and radio advertisement, in-store retail activations, digital social media such as Twitter and Facebook and consumer engagement programs. PepsiCo said that other brands would also be part of the Super Bowl.

"As the most watched and highly-anticipated entertainment event of the year, the Super Bowl halftime show is right at the heart of sports and music."

"We are pleased to expand our relationship with Pepsi to include the Super Bowl halftime show," Keith Turner, the NFL's svp-sponsorship and media sales, said of Pepsi's decision. "The NFL and Pepsi have a history of bringing fans closer to the game through music.  We look forward to working with Pepsi to develop new and innovative ways to engage our fans starting with the Super Bowl XLVII halftime show in New Orleans."

Previous Super Bowl halftime sponsors have included E*Trade, Oscar Mayer, Walt Disney World, Progressive, AOL, AT&T, Ameriquest and Sprint.

Bridgestone Redoes NFL Deal, Leaves Halftime Behind

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