The American Football League (NFL) is looking for companies that are willing to spend up to 50 million dollars for advertising space in the Super Bowl halftime show as a result of the termination of the contract with the multinational Pespi.
The soft drink brand had been the primary owner of the show’s merchandising rights since 2012, but its contract expired this year.
The NFL’s vice president of sponsorship and business development, Nana-Yaw Asamoah, announced that they have already entered into discussions with the directors of several would-be title sponsors. “We are having really interesting conversations because each brand wants unique content and this is a very attractive platform for young people who will consume it in large quantities,” said the executive.
Sports Business Journal estimates the rights to the halftime show from Super Bowl LVII, scheduled for February 12, 2023 at State Farm Stadium in Glendale, Arizona, to cost between $40 million and $50 million per year. The end of Pepsi‘s contract does not mean that it will also leave the league’s sponsor portfolio, but that together with Frito-Lay and Gatorade they will renew, but without their main sponsorship commitment. Before Pepsi, Bridgestone was the sponsor of the program, paying up to $10 million a year.
Pepsi’s previous deal with the NFL, signed in 2012, was valued at about $2.3 billion, the largest in sports history at the time, and included multiple platforms in addition to the season-closing event. Pepsi began its relationship with the NFL in 2002, the year in which it kept the share of its rival Coca-Cola, which was the official soft drink of the NFL for almost two decades.
The Super Bowl LVI halftime show, in which the Rams beat the Bengals 23-20, included hip hop stars such as Kendrick Lamar, Eminem, 50 Cent, Snoop Dogg, Dr. Dre and Mary J. Blige. The game for the NFL championship in 2022 was watched by 103.4 million people, seven percent more than last year.
EFE
