Competitive Edge - Sports & Entertainment Marketing News

Pepsi launches app and short ‘trailer’ to hype Super Bowl halftime show

Each year, Super Bowl halftime show sponsor Pepsi ups its promotional game a bit more over the year prior. And in the lead up to Super Bowl LVI Feb. 13 on NBC, the soft drink giant is trying out a few new tricks — possibly since there are five musical acts to promote, rather than just one or two.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do brands like Pepsi sponsor sports and entertainment events?
  3. What factors might influence which sports and entertainment events that brands choose to sponsor?
  4. What is sponsorship inventory?
  5. What are some examples of sponsorship inventory for the NFL Super Bowl?
  6. Why do you think Pepsi invested in the rights to sponsor the Super Bowl haltime show?
  7. What is sponsorship activation?
  8. Why is activation important for a sponsorship to be effective?
  9. What do you think Pepsi might do to activate the halftime show sponsorship?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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