Beverage conglomerate Pepsi and the National Football League
(NFL) in the US have announced that Pepsi will sponsor the
Super Bowl XLVII Halftime Show set for 3 February 2013 in
announcement of this multi-year deal follows the renewal of
PepsiCo's long-term agreement with the NFL last year that
includes brands Pepsi, Gatorade, Frito Lay, Quaker and Tropicana.
this year's Super Bowl Halftime Show, Pepsi will bring its
signature style of consumer engagement to pop culture's biggest
stage. Pepsi will also have 60 seconds of advertising inventory
during the Super Bowl XLVII broadcast on CBS.
and the NFL have enjoyed a long-standing relationship, which
has spanned nearly three decades and has successfully aligned
several of PepsiCo's brands with the NFL.
Beverages VP consumer engagement Adam Harter said, "Pepsi's
deep-rooted heritage with the Super Bowl and with music truly
makes this relationship a natural fit. 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."
relationship 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. "On Super Bowl Sunday, the Big
Game is at the center of the pop culture conversation. This
is the perfect opportunity to inspire and invite Pepsi fans
to Live for Now," continued Harter.
will serve as a partner to the NFL in shaping and enriching
the fan viewing experience of the halftime performance. Through
in-store activations, digital engagement and televised and
in-person interaction with fans, Pepsi'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 Big Game.
senior VP, sponsorship, media sales Keith Turner said, "We
are pleased to expand our relationship with Pepsi to include
the Super Bowl halftime show. 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."
multi-faceted partnership with the NFL is part of brand Pepsi's
impressive roster of existing deals with major sports properties.
Pepsi also has 16 NFL team deals in place, including its newly
announced partnership with the Pittsburgh Steelers. All of
Pepsi's sports partnerships are supported with television,
print, and radio advertisement, in-store retail activations,
digital engagement, and breakthrough consumer engagement programs
that provide fans with ways to enjoy their favourite sport.