Super Bowl Halftime Show Could Be Up for Grabs

    • Pepsi has owned rights to the Super Bowl halftime show as part of a larger marketing deal since 2012.
    • The company’s halftime deal with the NFL expires after the 2022 season.

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The Super Bowl is known for its massive commercial ad placements — 30-second spots sold for $6.5 million for the 2022 game.

Pepsi has owned sponsorship rights to the halftime show since 2012 as part of a larger marketing deal valued at more than $2 billion. Before that, auto parts maker Bridgestone paid up to $10 million annually.

After this season’s Super Bowl, the halftime show’s rights will be available once again and could fetch from $25 million to $50 million annually, according to one marketing expert’s estimates. Pepsi will have the opportunity to renew its deal, with the halftime show being sold as a separate asset.

  • The 2021 Super Bowl averaged 96.4 million viewers, generating $95.8 million in media value for the top five sponsors.
  • Pepsi’s halftime broadcast earned $9.4 million in media value this year.

Performers are not paid, but their production costs are covered — Jennifer Lopez and Shakira’s 2020 performance reportedly cost $13 million. The exposure is unparalleled, too. Justin Timberlake’s music sales rose 534% after his performance in 2018.

This year’s show will feature Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, and Eminem. Jay-Z’s Roc Nation will assist with the league’s production.