NFL Launches Super Bowl Break Rights After Pepsi Deal Expires

Jennifer Lopez performs on stage during the Pepsi Super Bowl LIV Halftime Show at Hard Rock Stadium on February 2, 2020 in Miami, Florida.

Robin Alam | Sportswire Icon | Getty Images

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

The National Football League Super Bowl halftime show is sponsored by Pepsi, although the deal expires after the 2022 game, which marks the end of the current season. The NFL is currently planning to transfer sponsorship rights to the open market in the future, according to people familiar with the matter, who asked not to be identified because the negotiations are private.

Pepsi won the rights to the show in 2012 as part of a larger marketing deal worth over $ 2 billion. Wall street journal… Prior to that, auto parts maker Bridgestone owned the rights to the exhibition and paid up to $ 10 million a year.

Pepsi may still renew the league deal, but the NFL may also decide to split the hiatus and sell the asset separately, People said.

The NFL declined to comment for this story.

Pepsi will remain sponsor of the February Los Angeles Game with artists such as Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar and Eminem. The NFL has partnered with Jay-Z’s Roc Nation to produce the show. The 2022 Super Bowl is broadcast on NBC, which is owned by CNBC parent Comcast.

The cost of a show between breaks can range from $ 25 million to $ 50 million, as estimated by one marketing expert using industry metrics. This takes into account how much Bridgestone last paid for the rights, as well as the changing media landscape that affects the social media experience.

Accurate assessment is not an easy task. NBC has demanded $ 6.5 million in 30-second ad slots for the upcoming LVI Super Bowl in 2022. If you apply this figure to a 12-minute half-time show, the cost of advertising would be in the $ 150 million range. But it is unlikely that the company will pay that much each year just for a break.

The Super Bowl half-season entitlement package typically includes additional programming during the NFL season, infomercials during the Super Bowl, exclusive artist access to content, and other NFL branding elements leading up to the game.

A general view before the game between the Tampa Bay Buccaneers and the Kansas City Chiefs at the LV Super Bowl at Raymond James Stadium on February 7, 2021 in Tampa, Florida.

Kevin S. Cox | Getty Images

Wherever it lands, the cost would be high as marketers gain huge audiences by investing in the Super Bowl. The Tampa Bay Buccaneers vs. Kansas City Chiefs match for the 2021 match averaged 96.4 million viewers (including streaming). NBC last aired the Super Bowl in 2018, attracting over 100 million viewers.

“Nothing reaches half of the housing market and demographics. [other] than the Super Bowl, “said Tony Ponturowho was Anheuser-Busch’s VP of Global Sports & Entertainment Media Marketing. “Some young, new tech company that wants to make a splash and has the resources to do it,” must bet on rights if they go to market, he added.

“Instant brand awareness”

When discussing Super Bowl rights with CNBC on Wednesday, Ponturo used 1984 from Apple Super Bowl Advertising as an example of how new tech companies can rock the boat with the best NFL game.

“If you didn’t know who Apple was in 1984, now you knew who Apple was,” Ponturo said. “It was Steve Jobs’s way of making a huge splash.”

Given the game’s global appeal and the on-hiatus show for artists from outside the US, the sponsor could have been from another country, including Germany, where the NFL wants to grow… When asked about brands that could potentially be suitable, Ponturo mentioned electric car maker Lucid Motors.

“I guess one in 100 car buyers knows who Lucid is,” Ponturo said. “So if they want brand recognition and want to make a splash with people outside of Wall Street or car enthusiasts to find out who they are, I can see a company like that.”

Ponturo called it “instant brand recognition,” and despite the high price tag, “you could bet it was worth it,” he said.

Lucid did not immediately respond to a request for comment.

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