Pepsi ends sponsorship of Super Bowl halftime show after 10 years – Deadline

Forget about the Pepsi draw. And all the other music stars who may appear on the Super Bowl halftime show.

The company announced on Twitter that it would not be sponsoring the Big Games annual halftime extravanger, which is out after a 10-year run.

“After 10 years of iconic Pepsi Super Bowl halftime show performances, we’ve decided it’s time to pass the mic,” the tweet said.“Thanks to the amazing artists and fans who have helped us create some incredible moments along the way. Now go to the next step. ”

While running it, Pepsi supported 26 musical instruments representing 168 Grammy and nearly 1,000 Billboard hits.This year’s Brand Final show saw its first all-hip-hop staging, featuring Eminem, Snoop Dogg, Mary J. Blizzard, Kendrick Lamar, Dr. Drey and 50 cents participated They have followed actors from the past such as The Weekend, Jennifer Lopez, Shakira, Maroon 5, Big Boy, Travis Scott, Justin Timberlake, Lady Gaga, Coldplay, Beyonce, Bruno Mars, Katy Perry and many more.

CNBC previously reported that the NFL plans to go ahead and buy the halftime rights. Pepsi’s original deal began in 2012 as part of a 10-year deal worth 2 billion. The NFL is reportedly seeking more than 50 million annually from a new halftime sponsor.

The brand PepsiCo is not leaving the NFL. It is now shifting its budget to other NFL features, such as the NFL Draft and various Player Awards. The company is also increasing its focus on streaming and digital platform advertising as broadcast declines continue.

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