According to the brand, the end of the partnership with the NFL reflects a “strategic shift to bring unprecedented experiences”.
After a decade, Pepsi will no longer sponsor the Super Bowl halftime show, the final of the NFL. This year’s presentation, which brought together Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, was the last named company.
According to AdWeek, Pepsi issued a statement saying the termination of the partnership reflects a “major strategic shift to bring unprecedented music and entertainment experiences” to consumers.
According to the publication, the NFL is already looking for a new sponsor for the show and, according to The Hollywood Reporter, the league wants the Halftime Show to reach new formats beyond the 12-minute presentation.
“The Super Bowl halftime performance has grown to become the most talked about musical event of the year, as well as delivering what advertisers want most, while garnering a huge live audience,” an NFL spokesperson told The Hollywood Reporter.
Per the report, the league stated that it has received strong interest from other companies looking to sign up as the next sponsor of the Super Bowl halftime show.
Pepsi assumed the role of sponsor of the Halftime Show in 2013 and has already brought to the stage artists such as Beyoncé, Coldplay, Bruno Mars, The Weeknd, Katy Perry, Lady Gaga, Jennifer Lopez and Shakira.
According to Adweek, despite no longer representing the halftime show, Pespi will continue to be the official soda for the NFL, with TV, digital, social and retail marketing, in addition to continuing to partner with the league’s players and teams.