2023 Super Bowl halftime sponsorship taken to open market
American football’s NFL is to take the sponsorship rights for the Super Bowl halftime show from 2023 to market, with its current deal with PepsiCo, the soft drinks and snack foods giant, set to expire after the 2022 event.
Pepsi will continue to sponsor the upcoming Super Bowl, which will be played at the SoFi Stadium in Inglewood, California on 13 February next year.
The brand could yet continue as sponsor after that, but the NFL could choose to go with another sponsor.
The soft drinks brand has held the show’s rights since 2012, as part of a broader deal valued at over $2 billion, according to the Wall Street Journal.
Before that, Bridgestone was the halftime sponsor in a deal that saw the auto parts manufacturer pay up to $10 million per year.
Experts have valued sponsorship of the 12-minute halftime show to be between $25 to $50 million.
The halftime sponsorship deal also includes “ancillary programming during the NFL season, commercial spots during the Super Bowl, exclusive access to performers for content and other NFL branding leading up to the game.”