Pepsi to sponsor Super Bowl halftime show
Published 9:04 am Wednesday, July 25, 2012
NEW YORK — Pepsi has scored the Super Bowl halftime show.
The soda giant said it struck a multiyear deal with the National Football League to sponsor the big game’s musical performance. Financial terms and the exact duration of the deal were not disclosed.
The Purchase, N.Y.-based company says it also bought 60 seconds of ad time during the big game, which has seen record ratings for the past three years.
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Pepsi last sponsored the show in 2007, when the rock musician Prince performed. Bridgestone Tires sponsored the show after that.
PepsiCo Inc.’s reunion with the nation’s biggest sporting event comes at a time when the company is working to put some fizz back in sales of its flagship soda. Earlier this year, Pepsi announced its “Live For Now” global marketing campaign, which is intended to rekindle the company’s long ties with pop culture and music.