PepsiCo, the American multinational food, snack, and beverage corporation, has lost the sponsorship rights to the high-profile Super Bowl halftime show as part of an extended agreement with the National Football League.
Pepsi has been the NFL’s official soft-drink sponsor since 2011 and – in a separate deal – the Super Bowl halftime sponsor since 2012. In 2019, company renewed its sponsorship of the Super Bowl halftime show until 2022 as part of a wider extension of its partnership with the NFL.
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