Pepsi could still renew its deal with the league, but the NFL may also choose to carve out the halftime show and sell the asset separately, the people said.Pepsi will remain the sponsor of February's game in Los Angeles, with performers including Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, and Eminem. The NFL partners with Jay-Z's Roc Nation to produce the show.
Coming up with a precise estimate is a challenge. NBC charged $6.5 million for 30-second ad slots for the upcoming Super Bowl LVI in 2022. Applying that figure to a 12-minute halftime show would assume an ad value in the $150 million range. But it's unlikely a company would pay that much every year just for the halftime performance.
A Super Bowl halftime rights package usually includes ancillary programming during the NFL season, commercial spots during the Super Bowl, exclusive access to performers for content and other NFL branding leading up to the game. General view prior to the game between the Tampa Bay Buccaneers and the Kansas City Chiefs in Super Bowl LV at Raymond James Stadium on February 07, 2021 in Tampa, Florida.Wherever it lands, the price would be rich, as marketers get a huge audience when they invest in the Super Bowl. The 2021 game averaged 96.4 million viewers for the Tampa Bay Buccaneers vs. Kansas City Chiefs matchup. NBC last aired the Super Bowl in 2018, drawing over 100 million viewers.
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