NFL taking Super Bowl halftime sponsorship rights to market as deal with Pepsi set to expire

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Pepsi owns the title rights for the NFL's halftime show in a deal that's set to expire after 2022.
Jennifer Lopez performs onstage during the Pepsi Super Bowl LIV Halftime Show at Hard Rock Stadium on February 02, 2020 in Miami, Florida.

The 2021 professional football season is just over a month old, and the NFL is already preparing for the 2023 Super Bowl.

The National Football League's Super Bowl halftime show is sponsored by Pepsi, though the deal is set to expire after the 2022 game that marks the end of the current season. The NFL is now planning to take future sponsorship rights to the open market, according to people familiar with the matter who asked not to be named because the negotiations are private.

Pepsi obtained the show's rights in 2012 as part of a more significant marketing deal valued at over $2 billion,…
Jabari Young
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