Pepsi renews NFL Super Bowl halftime sponsorship until 2022

Soft drinks brand Pepsi has renewed its sponsorship of the Super Bowl halftime show until 2022 as part of a wider extension of its partnership with the National Football League.

Pepsi has been the NFL’s official soft-drink sponsor since 2011 – in a separate deal – and the Super Bowl halftime sponsor since 2012.

Next year’s Super Bowl will take place in Miami’s Hard Rock Stadium on Sunday, February 2.

Its halftime show is likely to gain increased attention following the NFL’s recent partnership with Jay-Z’s Roc Nation company which will “advise on the selection of artists for major NFL performances like the Super Bowl” as part of a wider deal.

Elsewhere, Pepsi has announced its “Always be Celebrating” season-long campaign, which will spotlight and honor celebrations by NFL fans and players.

This will include a national television commercial, “The Touchdown Slide” and the “Pepsi Cause for Celebration” campaign, which will include a donation to each team’s local United Way charity for every touchdown celebration from the season opener until Thanksgiving. There will also be local market kick-off celebrations in New England and Miami.

Pepsi has also partnering with the Los Angeles Rams, its 15th NFL team partnership.