Pepsi Ends Super Bowl Halftime Show Sponsorship After 10 years

Super Bowl Halftime Show (Credit: YouTube/NFL)

It’s official, the NFL’s Super Bowl Halftime Show is in need of a new sponsor.

Pepsi, which has sponsored the halftime event for the last decade, is stepping aside and will focus on other marketing efforts. The company just signed a new sponsorship deal with the NFL, but it does not include rights to the halftime show.

Under the new agreement, Pepsi gets pouring rights at major NFL events, including the NFL Draft. The company’s Gatorade brand will continue to be used on NFL sidelines, and the company will unveil a Gatorade pre-workout product for players this fall, according to CNBC.

Related StorySuper Bowl Halftime Show Electrifies With Old School Hip-Hop Hits

Now that Pepsi is out, the rights for the star-studded halftime show could possibly sell for $40 million to $50 million. Pepsi’s deal was worth $2.3 billion for all the years it sponsored the show, Front Office Sports reports.

“As you would expect, we’ve received an incredible amount of interest from the marketplace and look forward to announcing a new partner,” an NFL spokesperson said in a statement to the media.

This year’s Super Bowl performance featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar brought in 103.4 million viewers, topping last year’s halftime performance from the Weeknd by 7 percent, as previously reported. The most viewed performance was at 120.7 million in 2015, which featured Katy Perry.

Although it’s not known who will be the new sponsor, the NFL is reportedly looking to strike a deal within the music industry or a streaming service.