“We’re Out.” Pepsi Ending 10-Year Run Of Sponsoring Super Bowl Halftime As NFL Looks For New Sponsor To Pay $50 Million Per Show.

A general view during the NFL Super Bowl 56 football game halftime show between the Los Angeles Rams and the Cincinnati Bengals on Sunday, Feb. 13, 2022, in Inglewood, Calif. (AP Photo/Adam Hunger)

Say this about Pepsi; they didn’t fizzle out.  For the past decade, Pepsi has been the title sponsor of the Super Bowl Halftime Show, but that stellar performance by Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, Kendrick Lamar, and 50 Cent at SoFi Stadium in Los Angeles is the last not they will be associated with.  They went out with a bang this past February, but that was it; they are packing up their stage and moving on. 

Here’s part of their announcement on Twitter. 

“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.”

The show had quite a run over the past ten years.  Twenty-six of the biggest musical acts in the world played for free and entertained the world with roughly 10-minute performances. Included in that list were The Weeknd, Beyonce, Bruno Mars, Shakira, Maroon 5, Justin Timberlake, Katy Perry, and Lady Gaga. 

In all, the group of halftime acts represented 168 Grammy awards and about 1,000 hit songs, according to Deadline. 

The NFL is not losing sleep over Pepsi’s departure. This is an opportunity for them to raise their price for the new sponsor, and word is they are looking for at least $50 million per year from a new sponsor. 

Watch for Pepsi Co to shift their NFL sponsorship budget to events like the NFL Draft and awards shows. 

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