We don't know what Super Bowl LV will look like when the game is played on February 7, 2021, but we do know that Pepsi will still be sponsoring a halftime show. That's according to Justin Toman, Pepsi's director of sports marketing, who confirmed last month that there will be a Super Bowl halftime show.
Toman, who spoke at the virtual Intersport Brand Innovation Summit, insisted that the halftime show, sponsored by Pepsi, will be ready to go.
PepsiCo, which sponsored the halftime show in 2020, recognizes the power in its promotion. In speaking about its 2020 Super Bowl sponsorship, Greg Lyons, CMO-North America, pointed out a few marketing-friendly observations:
- There's a strong correlation between announcing a product on the Super Bowl stage and the traction of product sales following the event.
- The "multiplier effect" of snack and beverage sales combined with game day branding
- Up until the 2020 event, 20% of Pepsi's snack production was made six weeks prior to the event.
It remains to be seen what the 2021 Super Bowl numbers will look like, but what we do know is that the show must go on.
