Photo: Rob Carr / Getty Images
After a decade as the main sponsor of the Super Bowl halftime show, one of the most anticipated events of the NFL finals, the soft drink company Pepsi announced that it will no longer contribute financially to the spectacle.
Through its Twitter account, the company made the announcement public. “After 10 Years of iconic Pepsi Super Bowl Halftime Show performances, we’ve decided it’s time to pass the mic. Thank you to the amazing artists and fans who helped us create some amazing moments along the way. Now to the next stage”, he said.
Despues de 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 10, 276025804
Although it will no longer be present at the halftime show, the soft drinker said that will focus its marketing efforts for the NFL in other areas, such as the new Gatorade drink
, which will be used in league games.
The NFL is in talks with potential sponsors. According to The Hollywood Reporter last year, is looking for a partner who can make the event even “bigger” and can get more out of its duration.
“The Super Bowl halftime performance has grown to become the most talked about musical event of the year and offers what advertisers yearn most: to add a massive live audience,” an NFL spokesperson told the outlet.
Pepsi was the title sponsor of the halftime Super Bowl from 2013. In the most recent edition the rappers Dr. Dre, Snoop Dogg, Eminem, 50 Cent, Mary J. Blige and Kendrick Lamar were in charge of entertaining the show.
In previous editions The Weeknd, Shakira, Jennifer Lopez, Maroon 5, Justin Timberlake, Lady Gaga, Coldplay, Beyoncé, Katy Perry and Bruno Mars were some of the artists who were in charge of the show, having Pepsi as a sponsor.
During the 10 years of Pepsi collaboration presented 26 musical acts, with artists that in total represent 168 Grammy Awards and nearly a thousand Billboard hits.
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