Soft-drink maker PepsiCo (NYSE:PEP) has scored back-to-back touchdowns in NFL-related sponsorship deals this week.
The company and the football league announced Tuesday that Pepsi will sponsor the Super Bowl XLVII Halftime Show scheduled for Sunday, February 3, 2013 in New Orleans. The news comes on the heels of Pepsi’s new deal with the Pittsburgh Steelers.
The headliner for the show has yet to be booked, but Pepsi — which also will have 60 seconds of advertising during the the game’s broadcast — promises to bring “its signature style of consumer engagement” to the stage. Pepsi says the deal represents an important extension of its “Live for Now” campaign launched earlier this year.
“We are pleased to expand our relationship with Pepsi to include the Super Bowl halftime show,” Keith Turner, NFL’s Senior Vice President, Sponsorship & Media Sales said in a press release. “The NFL and Pepsi have a history of bringing fans closer to the game through music.”
In addition to sponsoring the Super Bowl XLVII Halftime Show, Pepsi also has 16 NFL team deals in place, including its newly announced partnership with the Pittsburgh Steelers.