Competitive Edge - Sports & Entertainment Marketing News

NFL renews its sponsorship deal with Pepsi, but without the Super Bowl halftime show


The NFL and Pepsi officially renewed their sponsorship deal, but Super Bowl halftime rights are going back on the market.

Click here to read the story at

Discussion Questions:

  1. What is sponsorship inventory?
  2. How might the Super Bowl halftime show represent an example of sponsorship inventory?
  3. What is a rate card?
  4. How does this story represent the concept of a rate card?
  5. As it relates to the sales process in sports and entertainment, what is a renewal?
  6. Why are renewals important?
  7. According to this news story, did Pepsi renew their NFL sponsorship deal? Why?
  8. Why are Super Bowl halftime show rights going back on the market?
  9. Why do you think that piece of inventory commands such a high price point?
  10. What types of companies might be interested in the Super Bowl halftime show?
  11. Do you think a different sponsor might change the overall presentation of the halftime show? Why or why not?
  12. Based on information from this story, what might change about the way the NFL approaches the halftime show?
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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