For ten years, the beverage company Pepsi has acted as sponsor of the halftime show at the Super Bowl. Now the company is said to be pulling out and the NFL is on the lookout for a new investor.

Munich – The halftime show at the Super Bowl a week ago was already the tenth to bear the name of the beverage company Pepsi. According to US media, it was also the last.

The “Sports Business Journal” reported that Pepsi will no longer sponsor the spectacle during the halftime break. According to the report, however, the major corporation is expected to remain an NFL sponsor.

The rights to the halftime show are offered at an annual price of around 40 to 50 million US dollars. Now the best football league in the world is said to be looking for a new sponsor. An important factor here: the brand is said to already be an advertising partner of the NFL. According to the report, the suitors include Verizon and Amazon.

NFL seeks new sponsor for halftime show

For the less-than-15-minute halftime show, the price tag being called is certainly a lot of money, but the audience is also correspondingly large.

Last year, “The Hollywood Reporter” had already stated in the same vein that the league was looking for ways to make the halftime show even bigger “by taking different aspects and making it go way beyond the 12 minutes.”

For example, documentaries about the preparation of the show could be possible.