PepsiCo ends sponsorship of Super Bowl Halftime Show after 10-year run

PepsiCo has announced it will no longer serve as the corporate sponsor of the NFL”™s Super Bowl Halftime Show performances.

In a tweet last week, the Purchase-based company announced, “After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it”™s time to pass the mic.”¯Thank you to the amazing artists and fans who helped us create some incredible moments along the way.”¯ Now on to the next stage”¦”

PepsiCo added that it backed “26 musical acts representing 168 Grammys and almost 1,000 Billboard hits” during its Halftime Show hosting, with recording stars including Lady Gaga, Beyonce, Jennifer Lopez, Shakira, Eminem, Maroon 5 and Coldplay.

According to a Deadline report, Pepsi”™s original 10-year deal in 2012 was reportedly valued at $2 billion and the NFL was seeking more than $50 million per year for halftime sponsorship. Rather than continue in that role, PepsiCo will shift its NFL marketing to other activities including the NFL Draft and player awards.