The Super Bowl halftime show will have a new sponsor.
A decade later, as title sponsor of the Marquee NFL event, Pepsi avoids the halftime show and focuses NFL marketing efforts on other areas, including the new Gatorade drink that will be used during NFL games.
At the same time, the NFL is already in talks with potential new sponsors as it looks for a mid-show partner who can “widen, take on its various aspects and stay beyond 12 minutes” as a close source. He talked about the negotiations the hollywood reporter last year.
In a statement Tuesday, the NFL announced the cultural aspect of the halftime show, as negotiations are likely to intensify.
“The Super Bowl halftime performance has become the most talked about music event of the year and offers what advertisers want most: a massive live audience,” said an NFL spokesperson. THR. “As expected, we have received incredible interest from the market and are excited to announce a new partner.”
The NFL is believed to be particularly interested in attracting a partner who can also use behind-the-scenes access or additional content, which could benefit both the music industry and the video platform hosting the content. Katy Perry and Lady Gaga, for example, have used footage from their halftime shows in documentaries.
This year’s halftime show was one of the biggest. Dr. Dre, Snoop Dogg, Eminem, 50 Cent, Mary J. Blaige and Kendrick Lamar performed at Super Bowl LVI in Los Angeles. Whatever the brand of the NFL’s partners, there’s a good chance the show will just gain a higher profile, expanding beyond the relatively short time it has between the second and third quarters of the big game.
Pepsi has been a main sponsor of the Pepsi Super Bowl Half Show since 2013, where the company announced its “26 musical acts that represent 168 grams”. The show has been a springboard for artists trying to launch a tour or a new album.
Source: Hollywood Reporter
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