August 9, 2012
Megabrand PepsiCo has announced a multi-year deal to sponsor the Super Bowl halftime show. The company, which has undergone a rebranding with its Pepsi cola, will be allowed to have input on the halftime show's stage design and performers. This deal will give the company a leg up on competitor Coca-Cola, which sponsored this year's London 2012 Olympics.
The sponsorship of the Super Bowl is yet another marketing strategy from PepsiCo; recently, the brand had celebrities such as Eva Longoria sipping and tweeting about new soda Pepsi Next.
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