Pepsi's sponsorship deal is up after the 2022 Super Bowl, and has the league looking to streaming services and record labels as possible new partners as it looks to turbocharge the show.
The Super Bowl halftime show has long been a focal point of the TV calendar: A 12 minute musical interlude to the most-watched TV event in America, and a launching pad for products, tours, and artists.
Now, the league is thinking about how to expand the halftime show beyond the confines of the big game, and, as a source familiar with the matter tellsd making it stand way outside of the 12 minutes.” That fresh thinking comes as the entitlement sponsorship rights for the halftime show are due to come up in 2022. Pepsi has been the presenting sponsor for the show since Super Bowl XLVII in 2013, but Super Bowl LVI, which will be held Los Angeles Feb. 13, is the last game under the existing agreement. Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar are
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