• Loading stock data...
Saturday, June 22, 2024

NFL Could Fetch Up To $50M for Halftime Show Sponsor

  • The NFL is reportedly looking to land a new Super Bowl sponsor.
  • The rights could go for between $40 million to $50 million annually.
Mark J. Rebilas-USA TODAY/Design: Alex Brooks

For the past 10 years, Pepsi has owned the title rights to one of the Super Bowl’s major financial assets: the halftime show. But as the contract expires, the NFL is reportedly looking to land a new sponsor.

The halftime show is one of the most-watched parts of the Super Bowl’s programming — so it makes sense that the price tag to sponsor it is hefty. The rights could go for between $40 million to $50 million annually, per Sports Business Journal.

Potential buyers could be in the “tech/media” space.

  • One example provided was Amazon, which has made major forays into the sports world recently.
  • Verizon, which also owned a piece of this year’s halftime show rights, could be up next as a title sponsor.

Pepsi’s NFL Future

If Pepsi loses the halftime show, it won’t be the end of its storied relationship with the NFL. The two sides will certainly reach another type of agreement, according to SBJ.

Pepsi’s previous deal with the NFL, signed in 2012, was valued at about $2.3 billion all told — but that includes much more than just the halftime show.

Before Pepsi, Bridgestone was the show’s sponsor and paid up to $10 million annually.

Copy Link
Link Copied
Link Copied

What to Read

The NFL Could Be the Key to Stephen A. Smith’s ESPN Future

Can Stephen A. Smith become the next Howard Cosell?

Negotiations Over Native American Imagery Continue to Stall RFK Stadium Bill

The stadium bill remains delayed in the Senate after passing the House. 

Roger Goodell Rips ‘Below Standard’ NFL Network Broadcasts in Trial Testimony

The commissioner testified in federal court that NFL Network was subpar.
podcast thumbnail mobile
Front Office Sports Today

How Women’s Sports Media is Charting Its Own Path


Featured Today

Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.
Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.
June 9, 2024

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.
April 16, 2024

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.