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Pepsi has announced that the company will no longer sponsor the NFL’s Super Bowl Halftime Show after 10 years as the musical partner for the show. In that time, fans have seen memorable performances from the likes of Beyonce, Bruno Mars, Lady Gaga, The Weekend, and most recently, Dr. Dre and friends. Although the beverage company didn’t give a reason for the change, a release on Twitter thanked the 26 musical acts who played the show over the past decade.
“After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it’s time to pass the mic,” Pepsi’s official Twitter posted. “Thank you to the amazing artists and fans who helped us create some incredible moments along the way. Now on to the next stage… ” A follow-up tweet recounted some of the Halftime Show’s accolades over the past few years. Pepsi touted, “26 musical acts representing 168 Grammys and almost 1,000 Billboard hits have rocked the Pepsi Super Bowl Halftime Show stage over the past 10 years.”
After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it’s time to pass the mic. Thank you to the amazing artists and fans who helped us create some incredible moments along the way. Now on to the next stage…
— Pepsi (@pepsi) May 24, 2022
There have been no similar announcements from the official NFL or Super Bowl Twitter accounts, the latter of which hasn’t been updated since December of 2021. Meanwhile, a press statement from Pepsi says that the company’s overall partnership with the NFL will continue, introducing new programming, sports drinks, and activations for the NFL.