Who Will Sponsor the Super Bowl Halftime Show Next Year? Pepsi’s Deal Ends 2022

Super Bowl Halftime Show sponsor
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Super Bowl Halftime Show sponsor
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Photo Credit: Adrian Curiel

The current Super Bowl Halftime Show sponsorship deal ends this month. So who’s in line?

Pepsi has sponsored the Super Bowl Halftime Show for ten years now. But according to sources, Pepsi may not renew that sponsorship. The two sides are currently negotiating, but sources say they’re very far apart on price. Senior NFL officials are also engaging in talks for a sponsor replacement.

According to reports, some of the sponsor alternatives are media brands that could “dramatically increase the content and media opportunities around the 12-minute concert.” If Pepsi is no longer interested in sponsoring, it means any number of companies could attach their name to the show.

Pepsi obtained its rights in 2012 as part of a marketing deal worth over $2 billion, the WSJ reported at the time. Before that, auto parts maker Bridgestone held naming rights to the Halftime show and paid $10 million annually for those rights. Pepsi may still renew its deal with the NFL, but it’s worth significantly more now. That’s especially true with this year’s Super Bowl Halftime Show being one of the most-watched shows, ever.

The value of the Super Bowl Halftime show could be anywhere from $25 to $50 million per year, marketing experts estimate. The Super Bowl halftime rights package usually includes ancillary programming during the NFL season, commercial sports during the Super Bowl, exclusive access to performers for content, and other NFL branding leading up to the big game.

“Nothing reaches half the marketplace in homes and demographics [other] than the Super Bowl,” Tony Ponturo, former VP of Anheuser-Busch Entertainment Marketing told NBC. “Some younger, new tech company that wants to make a big splash and has the resources to do it,” should make a bid for the rights. If that sentiment is any indication, we’ll be reading about the Super Bowl Halftime Show sponsored by some crypto start-up next year.

4 Responses

  1. Charlie Sanders

    The more pertinent question is, when are artists going to wake up to the fact that they are the only ones in any way connected to the NFL not getting paid for what they do? Perhaps the players and NFL executives should work the game for free to save money, too? You know, for the exposure. What a farce. And what an incredibly bad message to send on behalf of the entire music creator community. SMH

    • Stanley

      That’s not true. The other performers on the field don’t get paid, either. The fans who attend actually have to pay and they create the atmosphere which hypes the game. Shouldn’t they be compensated for their roles?

  2. Idiot Detector

    There was a Stupid Bowl? I am so disappointed I missed the BLM kneelers. I was too busy NOT watching the Genocide Games.