HomeFree ArticleLatest NewsCost Vs Gain: The Half Time Show Sponsorship Pepsi Breakdown

Cost Vs Gain: The Half Time Show Sponsorship Pepsi Breakdown

NFL Super Bowl Halftime Show Pepsi

Cost Vs Gain: The Half Time Show Sponsorship Pepsi Breakdown

Watched by over 100 million, and adored by even more, the Superbowl half time show is one of the biggest sporting events of the year but how much is it worth and why are brands paying millions for fifteen minutes of glory?

Up until the 1990’s, the Superbowl’s half time show was filled with marching bands and lacked the theatricals seen at today’s half time shows.

Michael Jackson’s appearance in 1993 along with the show’s growing pop-cultural link, catalysed its transition into one of the world’s most watched events.

The value of the half time show can fluctuate depending on the performer, economic circumstances, crowd restrictions and ad revenue, however this year’s show was reported to be USD $10 million ($AUD13.6 million).

Pepsi has owned the rights to the halftime show since 2012 after taking over from Bridgestone.

Securing the deal cost the drink manufacturer USD$2 billion (AUD$ 2.7 billion) and an additional USD $10 million (AUD$13.624 million) each year.

Pepsi has controlled all rights and advertising for the halftime performance and works to organise the show and its performers.

Pepsi’s vice president for marketing, Todd Kaplan, said Pepsi reflects its brand position in the design of the show and its advertising.

“We want to emphasise with how you want to enjoy the game,” Kaplan said.

“Everything we do is driven towards connecting with others on a deeper emotional level.”

To embrace the affects of active audiences, Pepsi released an app leading up to the show to connect fans with the artists.

The app had merchandise giveaways, behind the scenes content and exclusive immersive video content covering the half time show.

Controlling the marketing and advertising rights has dramatically increased Pepsi’s brand exposure across a multitude of platforms and is considered an extremely successful marketing ploy.

Since the partnership’s establishment, Pepsi has seen a 19% revenue growth between 2011 and 2021.

Pepsi has recently announced it won’t resign a partnership with the NFL for the half time show causing the NFL to begin the search for its next half time sponsor.

The NFL is reportedly seeking USD$50 million (AUD $68.3 million) for a five-year sponsorship deal with the potential for the successful bidder to create year-round half time show related content to help boost the sponsor’s engagement and revenue.

Brands with financial backing are jumping at this deal as the half time show’s exposure, along with the NBC’s expensive USD $6 million (AUD $8.1 million) advertisement price tag make the NFL’s deal very appealing.

The NFL is considering Amazon and Verizon as Pepsi’s replacement.

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