Beverage Industry

PepsiCo to sponsor Super Bowl XLVII halftime show

July 24, 2012

PepsiCo Inc., Purchase, N.Y., will sponsor the Super Bowl XLVII halftime show set for Feb. 3 in New Orleans. In addition to engaging consumers during the halftime show, the company will have 60 seconds of advertising inventory during the Super Bowl XLVII broadcast on CBS. The announcement of this multi-year deal follows the renewal of PepsiCo's long-term agreement with the National Football League (NFL) last year that includes brands Pepsi, Gatorade, Frito Lay, Quaker and Tropicana.

"Pepsi's deep-rooted heritage with the Super Bowl and with music truly makes this relationship a natural fit," said Adam Harter, vice president of consumer engagement for PepsiCo Beverages, in a statement. "As the most watched and highly anticipated entertainment event of the year, the Super Bowl halftime show is right at the heart of sports and music. We are excited to provide a fully integrated fan engagement experience for NFL and Pepsi fans."

This relationship also marks an important extension of Pepsi's "Live for Now" campaign, which looks to capture the excitement of the moment and deliver experiences and content that is current in pop culture.

Through in-store activations, digital engagement, and televised and in-person interaction with fans, PepsiCo's Super Bowl halftime show sponsorship will join other PepsiCo brands, such as Doritos, in continuing to break new ground in the area of consumer engagement tied to the Super Bowl, the company says.

"We are pleased to expand our relationship with Pepsi to include the Super Bowl halftime show," said Keith Turner, NFL's senior vice president of sponsorship and media sales, in a statement. "The NFL and Pepsi have a history of bringing fans closer to the game through music. We look forward to working with Pepsi to develop new and innovative ways to engage our fans starting with the Super Bowl XLVII halftime show in New Orleans."

PepsiCo's multi-faceted partnership with the NFL is part of its roster of existing deals with major sports properties. PepsiCo also has 16 NFL team deals in place, including its newly announced partnership with the Pittsburgh Steelers. All of PepsiCo's sports partnerships are supported with TV, print and radio advertisement, as well as in-store retail activations, digital engagement and breakthrough consumer engagement programs that provide fans with unique and interesting ways to enjoy their favorite sport, the company says.