Pepsi out as Super Bowl halftime sponsor, can pole dancing, cop bashing performances be far behind?

Pepsi will no longer sponsor increasingly depraved, cop-hating Super Bowl halftime show but will remain NFL sponsor

After ten years of sponsoring pole dancing, twerking, cop-hating, depraved Super Bowl halftime shows, Pepsi is dumping the NFL’s halftime show but will continue to partner with them as long as it’s profitable to do so.

“The brand’s decision to leave the Halftime Show is the first move in its much larger strategic shift to bring unprecedented music and entertainment experiences to fans – where they are now, and where they will be in the future,” Pepsi lamely and nonsensically claimed in a word-salad statement to TheWrap. “As entertainment evolves, and the way people consume music changes, Pepsi is intent on showing up and showing out, to guarantee the level of access and engaging experiences fans have come to expect from the brand.”

Over the last decade, Pepsi has sponsored huge names during Super Bowl halftime performances. In February of this year, Super Bowl LVI featured halftime performances by Dr. Dre, Mary J. Blige, Snoop Dogg, Kendrick Lamar, Eminem, and 50 Cent. Previous performances that Pepsi blessed included The Weeknd, Jennifer Lopez, Shakira, Maroon 5, Big Boi, Travis Scott, Justin Timberlake, Lady Gaga, Coldplay, Beyonce, Bruno Mars, Katy Perry, and many others over the years.

Pepsi backed 26 musical acts representing 168 Grammys and almost 1,000 Billboard hits during its decade of sponsored halftime shows.

“After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it’s time to pass the mic,” Pepsi tweeted. ”Thank you to the amazing artists and fans who helped us create some incredible moments along the way. Now on to the next stage.”

The NFL will now need to find another eager sponsor for its wicked halftime follies.

“The Super Bowl Halftime performance has grown to become the most talked about musical event of the year and delivers what advertisers most crave — aggregating a massive live audience,” an NFL statement given to TheWrap proclaimed. “As you would expect, we’ve received an incredible amount of interest from the marketplace and look forward to announcing a new partner.”

Pepsi parent company PepsiCo also announced multiyear extensions of other brand sponsorship deals with the NFL, including agreements with Gatorade, Frito-Lay, and Pepsi. Those deals were set to expire this year but will continue, according to Ad Age.

Pro Football Talk is reporting that PepsiCo previously paid $2 billion over 10 years to the NFL. Terms of the new deal, minus the halftime show, have yet to be disclosed.

“The NFL reportedly wants up to $50 million annually for the Super Bowl halftime rights. The broader plan includes making the show stretch well beyond the 12 minutes that it unfolds, with ‘documentary footage around the preparations for the show or behind-the-scenes access, or footage from dress rehearsals or bonus performances,” the media outlet noted.

“This strategy points to a partner who will be able to maximize that value, like Amazon or Verizon or Apple or some other media company. Regardless, someone will be digging deep in order to put their name on the Super Bowl halftime show — starting in 2023. And if the NFL doesn’t get the money it’s looking for, it surely wouldn’t hesitate to go forward without any presenting sponsor,” Pro Football Talk asserted.

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