The NFL Renews Its Sponsorship Deal With Pepsi
Pepsi is keeping its sponsorship rights with the NFL but will give up a core asset – the Super Bowl halftime show.
The soda-and-snacks company officially renewed its nearly four-decade partnership with the league Tuesday after the NFL’s spring meeting in Atlanta. Team owners voted to ratify the renewal, which allows Pepsi to use NFL premium rights for its brands, including Frito Lay and Tostitos.
As part of the agreement, Pepsi gets pouring rights at top NFL events, including the NFL Draft. The company’s sports drink maker, Gatorade, keeps its high visibility on NFL sidelines. In addition, Pepsi and the NFL are teaming up to unveil a Gatorade pre-workout product for players this fall. The line is expected to be available for consumers in 2023.
