For the last ten years, Pepsi has been the sponsor behind one of the most viewed events on the planet: the Super Bowl Halftime show. In that decade, Pepsi has given us Lady Gaga, Maroon 5, The Weeknd, Beyonce, and Katy Perry. Twenty-six musical acts and 167 Grammys have graced the grid iron; between the blood, sweat, and tears of America’s greatest sporting event. 

This last year’s performance featured hip-hop legends such as Dr. Dre, Snoop Dogg, Eminem, and Mary J. Blige. Incidentally, this will also be Pepsi’s last year as a sponsor. The brand has decided it will focus more on social media, streaming, and digital marketing as it moves forward. Traditional broadcast viewership is on the decline. In a statement, Pepsi has said they are ending the partnership:

“larger strategic shift to bring unprecedented music and entertainment experiences … where they are now, and where they will be in the future.”

NFL responded with:

“The Super Bowl Halftime performance has grown to be the most talked about musical event of the year and delivers what advertisers most crave-aggregating a massive live audience.”

Pepsi will remain the official soft drink of the NFL and continue marketing within that space, working with players, teams, and venues.