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Last updated on Friday, July 27, 2012
(NEW YORK) - Pepsi has scored the Super Bowl half-time show.
The soda giant says it struck a multi-year deal with the National Football League to sponsor the big game's musical performance. Financial terms and the exact duration of the deal were not disclosed.
The Purchase, N. Y.- based company says it also bought 60 seconds of ad time during the big game, which has seen record ratings for the past three years.
Pepsi last sponsored the show in 2007, when the rock musician Prince performed. Bridgestone Tires sponsored the show after that.
PepsiCo Inc.'s reunion with the nation's biggest sporting event comes at a time when the company is working to put some fizz back in sales of its flagship soda. Earlier this year, Pepsi announced its "Live For Now" global marketing campaign, which is intended to rekindle the company's long ties with pop culture and music.
Although PepsiCo has a broad and diverse portfolio of brands -- including Frito-Lay, Gatorade and Quaker Oats -- its name-sake cola remains by far its single biggest moneymaker.
So far this year, the marketing push for Pepsi has included a TV ad with singer Nicki Minaj, a global marketing campaign featuring 1 billion cans of Pepsi with a silhouette of the late pop star Michael Jackson and a partnership with Twitter to stream live concerts.
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