Old skool hip-hop showed the kids a thing or two last Sunday night at the Pepsi Super Bowl LVI Halftime Show. We didn’t know it at the time, but Pepsi would no longer be heard during the Halftime show going forward.
According to reports, Pepsi has decided to no longer sponsor the Super Bowl Halftime Show. The beverage company will remain a sponsor of the National Football League.
“Pepsi/Frito-Lay/Gatorade will also renew — but sans its 10-year-old halftime show sponsorship commitment.”
Pro Football Talk dove more into it with some information:
“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.”
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The “original gangsters” Snoop Dogg and Dr. Dre performed with Dre’s mentee Eminem, the Queen of R&B hip-hop Mary J. Blige, and rap star Kendrick Lamar. It marked the first time hip-hop artists were the main performers for the halftime show. Pepsi decided to go out on top.
