There is a big blowout for Pepsi as they are out of the Super Bowl half-time show. NFL and Pepsi recently renewed their sponsorship deal which lets them keep the sponsorship, but they won’t be sponsoring the Super Bowl Half Time Show.

Following the NFL’s spring meeting in Atlanta, the drink and snack firm formally extended its almost four-decade agreement with the league. The extension was approved by team owners, allowing Pepsi to use NFL premium rights for its products like Frito Lay and Tostitos.

As a part agreement, Pepsi will enjoy pouring rights at important NFL events, including the NFL Draft. The company’s sports drink, Gatorade, receives a lot of attention on NFL sidelines. Pepsi and the NFL will also launch a Gatorade pre-workout beverage for players this fall. By 2023, consumers should be able to purchase them.

Pepsi’s new contract got renewed on unknown terms. According to reports, their last agreement was worth $2 billion over ten years.

Bridgestone held the Super Bowl Halftime shows rights before Pepsi

Tracie Rodburg, the NFL’s senior vice president of sponsorship management, said, “Our priorities and their priorities have evolved, and we wanted to make sure that as we continue this partnership. We’re all working toward the same goal.”

This year Super Bowl’s halftime show, will not be sponsored by Pepsi. Since 2012, these rights have become available for the second time. Before Pepsi, Bridgestone, a tire manufacturing company, held the rights for the Super Bowl Halftime show.

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The 2022 edition of the Halftime Show featured many iconic hip-hop stars such as Dr. Dre and Snoop Dog. Also, the Half-Time show is produced by Jay-Z’s Roc Nation and NFL together. Bridgestone paid between $5million to $10 million annually. But the time has changed, and now NFL could seek up to $50 million.

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