• Loading stock data...
Saturday, December 7, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

The Curtain Falls on Pepsi’s Super Bowl Halftime Show Run

Super-Bowl
Mark J. Rebilas-USA TODAY Sports

The Super Bowl Halftime Show will no longer have the word “Pepsi” in front of it. 

Pepsi’s deal with the NFL expired after the 2022 season. The company renewed its sponsorship deal with the league this week, but per the new deal’s terms, it will no longer serve as the presenting partner for the iconic halftime show. 

Financial terms of the new deal were not disclosed. Adweek reported that Pepsi is looking to transition more of its media spend toward digital audiences as traditional broadcast audiences continue to narrow.

  • This year’s performance featuring Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, and Eminem brought in 103.4 million viewers.
  • Katy Perry’s 2015 performance had the show’s peak audience at 120.7 million.
  • The lowest audience was 96.7 million for The Weeknd’s 2021 performance.

Halftime’s Hefty Tag

With Pepsi out, the rights could reportedly sell for $40 million to $50 million. Pepsi’s previous deal, which included more than the halftime show, was worth $2.3 billion over 10 years. Before that, Bridgestone paid up to $10 million annually.

The price makes sense. Pepsi earned $9.4 million in media value for 2021’s halftime broadcast. It also received the most buzz on Twitter for three years in a row compared with other Super Bowl advertisers. Thirty-second commercial spots sold for $6.5 million this year.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Old Commanders logo

Commanders Plan to Bring Back Old Logo on Special Alumni Merchandise

The Commanders are bringing back their old logo in limited fashion.

Las Vegas Doubles Down on Sports With $1.75B Ballpark and NBA Arena

Ballpark and arena projects in the booming sports market receive key approvals.
Randy Moss

Randy Moss Taking ‘Extended’ ESPN Leave With Health Issue

Moss had discussed it on Dec. 1 before stepping away.

Featured Today

Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
November 30, 2024

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Nov 1, 2024; Boise, Idaho, USA; Boise State Broncos running back Ashton Jeanty (2) leads the team onto the field prior to the first quarter against the San Diego State Aztecs at Albertsons Stadium.
November 29, 2024

Schools Are Scrambling to Prepare for the NCAA Revenue-Sharing Era

In the post–House v. NCAA world, “everyone’s kind of on their own.”
Nov 4, 2024; Kansas City, Missouri, USA; Recording artist Taylor Swift arrives prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.
November 29, 2024

The PWHL Could Be Inviting a Date With Taylor Swift’s Legal Team

The Toronto Sceptres may have opened a Pandora’s box of trademark issues.

NHL Winter Classic Shifts to New Year’s Eve Seeking Viewership Boost

The NHL moved its Winter Classic to December for the first time.
Sep 28, 2024; Ile Bizard, Quebec, CAN; Max Homa of team U.S.A. putts on the first green during the foursomes (alternate) round of The Presidents Cup golf tournament.
December 5, 2024

The PGA Tour Wants More Players to Become Social Media Stars

YouTube golf is quickly gaining ground on the professional game.
December 5, 2024

Netflix Tackles Buffering Woes Just in Time for NFL, WWE Debuts

The streaming giant says it has “learned” from the Paul-Tyson fight.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Oct 19, 2024; Fort Lauderdale, Florida, USA; Fifa president Gianni Infantino (left) and Inter Miami CF co-owner Jose Mas (right) celebrate Inter Miami CF post match against the New England Revolution at Chase Stadium.
December 4, 2024

Club World Cup Ends Up on DAZN After Apple Deal Falls Through

DAZN will stream all 63 tournament matches for free starting next June.
December 4, 2024

ESPN Gets Prime Real Estate on Disney+. What’s Included?

Sports content will reach tens of millions of additional streaming subscribers.
December 3, 2024

Lions-Bears Sets Early Thanksgiving TV Record, Still Trails Cowboys

CBS drew an average of 37.4 million viewers for Bears-Lions on Thursday.
Feb 11, 2024; Paradise, Nevada, USA; Elon Musk looks on before Super Bowl LVIII between the San Francisco 49ers and the Kansas City Chiefs at Allegiant Stadium.
December 3, 2024

Can Elon Musk’s X Fix Its Rampant Fake Sports News Problem?

Little is known about how X will enforce its new policy aimed at parody accounts.