NFL and Pepsi renew partnership excluding Super Bowl halftime show

The National Football League (NFL) has announced that it has renewed its long-term sponsorship deal with drinks and snack giant Pepsi. The new deal, however, will see Pepsi no longer sponsor the Super Bowl half-time show.

The partnership, which is almost four decades old, will see Pepsi continue to use NFL premium rights for its brands, including Gatorade and Frito-Lays. Gatorade will continue to be the NFL’s Official Exclusive Sports Performance Provider in the locker rooms and sidelines, while Frito-Lays will continue to have NFL activations across social media, experiential realms and retail while also creating programs to leverage league rights both locally and nationally. 

Pepsi will also continue to have the pouring rights at major NFL events such as the draft. Pepsi, which had replaced Bridgestone as the Super Bowl half-time show sponsor ten years ago, confirmed that it will no longer be sponsoring the half-time show. 

Tracie Rodburg, the NFL’s senior vice president of sponsorship management, commented:

“Our priorities and their priorities have evolved, and we wanted to make sure that as we continue this partnership that we’re all working toward the same goal.“

It is reported that Pepsi spent almost US$114 million on NFL games in 2021, including the Playoffs. Pepsi additionally also has sponsorship deals with 15 NFL teams, including the Dallas Cowboys.