Can you attain a good ROI if you spend $4 million per minute on something that only lasts for 12 minutes each year?
We’re going to find out. Pepsi is out as the title sponsor for the halftime show of the Super Bowl, and the NFL is actively looking for a new sponsor. The league will scoff at an offer that isn’t in the $40-$50 million range, but they will also add some bang to those millions of bucks.
Traditionally, the halftime show is in the 12-minute range, which is the only element that goes along with the sponsorship. In the future, the NFL is reportedly considering looking for ways to make the halftime show more than just the halftime show for the big game and finding ways to make it relevant throughout the year, according to The Hollywood Reporter.
Translation; more content. One thought is that they could have documentary footage centered around preparations and rehearsals for the show. There’s a ton of behind-the-scenes footage they could access as well. Making more of the spectacle and providing more ways to consume the content would lead to much more engagement for fans. And that would most likely appeal to several big brands who have no problem forking over half a billion over ten years.
Pepsi had limitations on what they could do as a sponsor since they are not a content producing or distribution company. If Amazon, Apple, Verizon, or Netflix got a hold of the halftime show rights, there’s no doubt they would take the sponsorship next level.
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