Pepsi will not be sponsoring the Super Bowl halftime show moving forward?

[Kaffeine]

With Pepsi out, NFL looks for someone to pay up to $50 million to sponsor
Super Bowl halftime show​

Last Sunday’s Super Bowl halftime show was the tenth to carry the Pepsi name. For now, it’s the last.
As recently reported by Terry Lefton of Sports Business Journal, Pepsi will not be sponsoring the Super Bowl halftime show moving forward. Pepsi is expected to continue to be an NFL sponsor, along with its corporate kin of Gatorade and Frito-Lay. (Gatorade has been an NFL sponsor for 39 years.)

The rights to the halftime show are being pitched with an annual price tag of $40-50 million, with one of the factors being whether the brand already serves as a league sponsor. Contenders mentioned by SBJ include Verizon and Amazon.
Yes, that’s a lot of money for fewer than 15 minutes. But it’s a massive audience. Moreover, The Hollywood Reporter explained last year that the league is looking for ways to make the halftime show bigger than just the halftime show, “taking different aspects of it making it stand way outside of the 12 minutes.”

The extra content could include, for example, “documentary footage around the preparations for the show or behind-the-scenes access, or footage from dress rehearsals or bonus performances.” The bonus content would result in more engagement from fans and, in turn, more value for the sponsor.

Given the intent to expand the footprint of the show, it makes sense for the league to partner with a sponsor that can get the most out of the content. Pepsi can only do so much. Amazon or Verizon or some other purveyor of digital media can do everything.

 

[dasmybikepunk]

Makes sense. They get nothing back, their market shares basically locked, plus Pepsi owns so much more than just its brand.

jmo

I hope it's not some bullshit statement about the 1/2 time show, but you never know these days, so I just hope it's not anything like that.

 

[Ceenote]

Interesting....

 

[christop]

They will easily get a replacement lol.

 

[EPDC]

Here is RC Cola's chance!

 

[daTiger]

Here is RC Cola's chance!

or Tab

 

[tallblacknyc]

Some crypto company will jump on it, chipotle or maybe tech.. lot of companies will jump on that opportunity… the Amazon Super Bowl halftime show

 

[ZuluSam]

Some crypto company will jump on it, chipotle or maybe tech.. lot of companies will jump on that opportunity… the Amazon Super Bowl halftime show

Exactly. Maybe Draftkings.

 

[TX4lyfe]

I wouldn’t be surprised if it’s American Airlines trying to get people flying again

 

[godofwine]

I don't get it. But, I'm not one to be heavily swayed by advertisements. I've rarely looked at an advertisement, especially one where somebody famous is pushing something and said," let me buy that because the famous person told me to"

I don't see what they get out of it other than the announcer saying this is the "Pepsi halftime show."

This is probably the first one I sat through in a long while. It was fire

 

[HUNTSVEGAZ]

China got that paper

 

[Lou_Kayge]

Step up to the plate, Pornhub.

 

[gully ranks]

Brazzers should sponsor it

 

[yasky777]

BGOL here is our ONE SHOT!!

I can start on the shrine to ZOD now

 

[ScorpDiesel]

or Tab

Or Diet Shasta.

 

[Darrkman]

Its not suprising. One of the things when it comes to negotiating a sponsorship is if its building awareness for your brand. Pepsi already has a lot of sports sponsorships with the NBA, with Gatorade, etc. No matter how you try to spin it dropping $50.0MM for a sponsorship of a 15 minute halftime show is crazy. For $50.0MM I could plan you out a full year advertising program that would include TV, digital. social radio....all the bells and whistles.

Someone new at Pepsi, either their marketing person or their media person saw that dollar amount and the overall health of the soft drink market and said we can do better elsewhere. I worked on a soda brand and know that the overall market is shrinking. People don't drink soda like they used to in the US. Even cash cows like Diet Coke are now having goals of ONLY shrinking by 2%.

2020 State of the Beverage Industry: Carbonated soft drinks sees value sales up

Although volume sales of carbonated soft drinks have been down for years, the category continues to make gains in value sales.

www.bevindustry.com

 

[Darrkman]

Oh.....I'm working with a client right now to sponsor part of Essence Festival. This is their most expensive package. I'll see yall there.

 

[deputy dawg]

BGOL - this is our moment!
(like the Rams were assembled to win this past season)

@HNIC - sign and send the check!!!

Just imagine - 2023...
"This Superbowl Halftime Show is brought to you by BGOL"
Ass & tittys all over the stage!
(only for 15 minutes tho-)

 

[yasky777]

BGOL - this is our moment!
(like the Rams were assembled to win this past season)

@HNIC - sign and send the check!!!

Just imagine - 2023...
"This Superbowl Halftime Show is brought to you by BGOL"
Ass & tittys all over the stage!
(only for 15 minutes tho-)

We’re not worthy….. But Zod must enter in his full glory!

 

[HeavyArmz]

Its not suprising. One of the things when it comes to negotiating a sponsorship is if its building awareness for your brand. Pepsi already has a lot of sports sponsorships with the NBA, with Gatorade, etc. No matter how you try to spin it dropping $50.0MM for a sponsorship of a 15 minute halftime show is crazy. For $50.0MM I could plan you out a full year advertising program that would include TV, digital. social radio....all the bells and whistles.

Someone new at Pepsi, either their marketing person or their media person saw that dollar amount and the overall health of the soft drink market and said we can do better elsewhere. I worked on a soda brand and know that the overall market is shrinking. People don't drink soda like they used to in the US. Even cash cows like Diet Coke are now having goals of ONLY shrinking by 2%.

2020 State of the Beverage Industry: Carbonated soft drinks sees value sales up

Although volume sales of carbonated soft drinks have been down for years, the category continues to make gains in value sales.

www.bevindustry.com

a 30 second commercial spot cost 7mil. Looks like they were getting a deal at 50mil

 

[Darrkman]

a 30 second commercial spot cost 7mil. Looks like they were getting a deal at 50mil

Nah you're looking at it the wrong way. People don't think of the PEPSI halftime show....they just think of the halftime show. Running a SB spot means that people are thinking that it's YOUR spot. A Pepsi spot.

Now you take that $50MM and put it into an actual full year effort and you will see movement on your brand depending on if your brand is good or not.