After 10 years of sponsoring the often-anticipated Super Bowl Halftime Show, Pepsi announced on May 24 that it is stepping aside.
"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," Pepsi said via a Twitter announcement.
Pepsi has been the sponsor of the “The Pepsi Super Bowl Halftime Show” since 2013; however, the company’s contract with the NFL expired after the 2021–22 season. According to Front Office Sports, the beverage company renewed its sponsorship deal with the National Football League this week, but the deal's new terms indicate that Pepsi will no longer serve as the presenting partner for the halftime show.
Adweek is reporting Pepsi hopes to transition more of its media spend toward digital audiences as traditional broadcast audiences continue to narrow.