According to Sports Business Journal, the National Football League (NFL) will soon announce Pepsi as the new sponsor of the Super Bowl's halftime show for the next four years.
When confirmed, the agreement will see the drinks brand replacing Bridgestone as the title sponsor of what has become one of the most watched events in American television history and one that often attracts more viewers than the actual game.
Earlier in the month Bridgestone announced a new four-year agreement with the NFL that ended its position as title sponsor of the Super Bowl halftime show – a position it has held since 2008 in an agreement that was believed to be worth more than US$7 million annually.
Pepsi last sponsored halftime at the NFL's showpiece event during Miami's Super Bowl XLI in 2007. That event featured performances from Prince and the Florida Agricultural and Mechanical University marching band.
Picture shows Prince performing during the half-time show at Super Bowl XLI at Dolphin Stadium in Miami on 4th February 2007.
NFL – Pepsi