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Pepsi officially moves on from Super Bowl Halftime Show

Pepsi’s tenure as sponsor brought more contemporary acts to the lineup, such as Beyoncé, Bruno Mars, Lady Gaga and The WeekndMatthew Emmons/USA TODAY Sports

Pepsi made official that it is "not renewing its title sponsorship" of the NFL's Super Bowl Halftime Show, confirming "months of speculation and officially ending its 10-year run," according to Jon Springer of AD AGE. Pepsi characterized the move as the "first step in a 'much larger strategic shift' in how it would present music and entertainment experiences to fans." Pepsi won Twitter’s "Brand Bowl" three years in a row, "dominating the social conversation and chatter on Super Bowl Sunday, known as advertising's biggest night." Pepsi parent PepsiCo made the announcement while also noting multiyear extensions of "other brand sponsorship deals with the NFL, including deals covering Gatorade, Frito-Lay and Pepsi." Those deals also were set to expire this year (ADAGE.com, 5/24). ADWEEK's Notte & Hiebert note the NFL said that it has "received strong interest from other companies looking to sign up as the next Super Bowl halftime show sponsor." Pepsi took over the halftime show from Bridgestone in '13 after the tire company’s tenure began in '08. Bridgestone’s shows "generally featured artists with roots firmly entrenched in the 20th century: Tom Petty, Bruce Springsteen, The Who and Madonna." Pepsi’s tenure was "a bit more present." It was the "era of Beyoncé, Bruno Mars, Lady Gaga" (ADWEEK.com, 5/25).

NEW DEAL: CNBC.com's Jabari Young notes as part of the new sponsorship deal, Pepsi gets "pouring rights at top NFL events, including the NFL Draft." The company’s sports drink maker, Gatorade, keeps its "high visibility on NFL sidelines." In addition, Pepsi and the NFL are "teaming up to unveil a Gatorade pre-workout product for players this fall." The line is "expected to be available for consumers" in '23. Terms of Pepsi’s renewal "were undisclosed." The previous deal was reportedly worth $2B over 10 years (CNBC.com, 5/24).

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