PURCHASE, N.Y. (July 26, 2012)—PepsiCo Inc. has partnered with the National Football League to sponsor the Super Bowl XLVII Halftime Show set for Feb. 3 in New Orleans, replacing Bridgestone Americas, which has been the title sponsor for the show since 2008.
Bridgestone recently restructured its contract with the NFL, continuing its sponsorship deal through March 31, 2016. The tire maker will shift its focus to a more year-round presence and away from the Super Bowl Halftime Show.
PepsiCo's announcement of a new multi-year deal follows the renewal of a long-term agreement with the NFL last year that includes the company's Pepsi, Gatorade, Frito Lay, Quaker and Tropicana brands. PepsiCo last sponsored the Super Bowl Halftime Show in 2007, but the two entities' relationship has spanned nearly three decades.
As part of the deal, Pepsi will have 60 seconds of advertising inventory during the Super Bowl XLVII broadcast on CBS.