Pepsi did a real bang-up job.
But those days are over. Pepsi announced last week that the company will no longer sponsor the Super Bowl halftime show.
Ad Age reported:
Pepsi is not renewing its title sponsorship of the NFL’s Super Bowl Halftime Show, it announced Tuesday, confirming months of speculation and officially ending its 10-year run during which the 12-minute event became an advertising star in a night of advertising stars.
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, although it shared few immediate details of those plans. 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 were also set to expire this year.
The NFL has not yet named a replacement sponsor.
“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 spokesman said in a statement. “As you would expect, we’ve received an incredible amount of interest from the marketplace and look forward to announcing a new partner.”