Pepsi Will No Longer Sponsor the Super Bowl Halftime Show

The brand is stepping away from TV's most star-studded commercial break


Pepsi is bowing out of its association with the Super Bowl Halftime Show.

After a decade as the presenting sponsor of the Big Game’s star-studded entertainment break, Pepsi has decided this year’s performance featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar was its last.

The soft drink giant plans to concentrate more of its media spend in digital as traditional broadcast TV audiences continue to dwindle. While the Super Bowl remains one of the last vestiges of appointment television, its halftime show faces myriad challenges from social media, streaming and other mediums.

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