Pepsi will no longer sponsor the NFL's Super Bowl Halftime Show after ten years, as of Tuesday (May 24),
PepsiCo recently extended its long-term partnership with the NFL, which was met with some surprise. Together, they plan to launch new programming, a special Gatorade drink designed specifically for NFL players that will be accessible to the general public in 2023, and a slew of other activations in the next year.
Pepsi made the announcement as part of a "far wider strategy change to provide unmatched music and entertainment experiences to fans - where they are now, and where they will be in the future," according to the company. On Twitter, the company also posted a message. "We've decided to relinquish the mic after 10 years of historic Pepsi Super Bowl Halftime Show performances." Thank you to all of the fantastic artists and fans who helped us create some unforgettable experiences. Now for the following level... "
After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it’s time to pass the mic. 🎤 Thank you to the amazing artists and fans who helped us create some incredible moments along the way. 👏 Now on to the next stage… 👀
— Pepsi (@pepsi) May 24, 2022
Bruno Mars, Lady Gaga, Katy Perry, Coldplay, and Justin Timberlake have all performed during Pepsi's tenure as the musical event's headline sponsor. Since collaborating with Roc Nation, the Halftime Show has featured Shakira, Jennifer Lopez, The Weeknd, and, most recently, Dr. Dre, Mary J. Blige, Snoop Dogg, Eminem, and Kendrick Lamar, as well as special guests 50 Cent and Anderson Cooper. Paak.
Pepsi began their relationship with Beyoncé in 2013, after taking over from previous sponsor Bridgestone, and previously to that, they sponsored the 2007 Halftime Show, which featured Prince's epic performance in the rain — After A Decade, Pepsi Will No Longer Sponsor The NFL’s Super Bowl Halftime Show
There is no official announcement on who would replace Pepsi as the title sponsor in the future, although Amazon and Verizon were mentioned as candidates to pay around $50 million to replace Pepsi.