Competitive Edge - Sports & Entertainment Marketing News

NFL taking Super Bowl halftime sponsorship rights to market as deal with Pepsi set to expire


The 2021 professional football season is just over a month old, and the NFL is already preparing for the 2023 Super Bowl.

The National Football League’s Super Bowl halftime show is sponsored by Pepsi, though the deal is set to expire after the 2022 game that marks the end of the current season.

Click here to read the story at

Discussion Questions:

  1. What is sponsorship?
  2. What rights do brands like Pepsi have as an official sponsor of the NFL?
  3. Why do you think Pepsi invested in the sponsorship rights to the Super Bowl halftime?
  4. How do you think Pepsi benefited from a marketing perspective as sponsor of the Super Bowl halftime?
  5. According to this story, when did Pepsi take over the rights to Super Bowl halftime? How much did they spend?
  6. Who was the previous sponsor?
  7. Why do you think the previous sponsor opted not to renew when their deal was up?
  8. What is sponsorship inventory?
  9. What does it mean when, as described in this story, the NFL may also choose to carve out the halftime show and sell the asset separately? How does that relate to the concept of sponsorship inventory?
  10. In your opinion, should Pepsi renew the deal? Why or why not?
  11. If Pepsi is no longer the sponsor of the NFL halftime show, what brands might be interested in the rights? Be prepared to share your ideas in class.
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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