NFL Could Fetch Up To $50M for Halftime Show Sponsor

For the past 10 years, Pepsi has owned the title rights to one of the Super Bowl’s major financial assets: the halftime show. But as the contract expires, the NFL is reportedly looking to land a new sponsor.

The halftime show is one of the most-watched parts of the Super Bowl’s programming — so it makes sense that the price tag to sponsor it is hefty. The rights could go for between $40 million to $50 million annually, per Sports Business Journal.

Potential buyers could be in the “tech/media” space.

• One example provided was Amazon, which has made major forays into the sports world recently.
• Verizon, which also owned a piece of this year’s halftime show rights, could be up next as a title sponsor.

Pepsi’s NFL Future

If Pepsi loses the halftime show, it won’t be the end of its storied relationship with the NFL. The two sides will certainly reach another type of agreement, according to SBJ.

Pepsi’s previous deal with the NFL, signed in 2012, was valued at about $2.3 billion all told — but that includes much more than just the halftime show.

Before Pepsi, Bridgestone was the show’s sponsor and paid up to $10 million annually.