After a decade of sponsoring the Super Bowl Halftime Show, Pepsi announced on Tuesday that the company will no longer be the namesake for the annual performance.
“After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it’s time to pass the mic,” Pepsi said, via the company’s Twitter announcement. “Thank you to the amazing artists and fans who helped us create some incredible moments along the way. Now on to the next stage…”
The soda company’s contract with the NFL expired after the 2021–22 season. Pepsi did renew the sponsorship deal with the league, but the new deal does not include the company sponsoring the halftime show.