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El Show de Medio Tiempo del Super Bowl es un evento de importancia mundial y el público siempre lo relacionó con Pepsi, marca que lo patrocinó durante 10 años, hasta que decidió ponerle fin a esta exitosa etapa.
El anuncio lo hizo en Twitter la propia marca de refrescos que expresó: “Después de 10 años de actuaciones icónicas del Pepsi Super Bowl Halftime Show, hemos decidido que es hora de pasar el micrófono", además de agradecer "a los increíbles artistas y fanáticos que nos ayudaron a crear algunos momentos increíbles en el camino".
After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it’s time to pass the mic. 🎤 Thank you to the amazing artists and fans who helped us create some incredible moments along the way. 👏 Now on to the next stage… 👀
— Pepsi (@pepsi) May 24, 2022
Respecto al motivo que puso fin a un negocio rentable, el medio AS explica que se debe a una cuestión monetaria, es decir, que el contrato que firmaron venció y para renovarlo la NFL esperaba que la compañía pagara entre $40 y $50 millones de dólares anuales, pero finalmente no hubo acuerdo.
De esta forma, Apple Music es el nuevo patrocinador del Show de Medio Tiempo y la forma de anunciarlo fue el lanzamiento de un tráiler llamado "Rihanna is Back", en el que presenta a la cantante como la protagonista del espectáculo este año.
Para que la National Futbol League aceptara incluir a Apple como el nuevo promotor, la sociedad creada por Steve Jobs debió ofrecer la suma de 50 millones de dólares anuales, justamente la que se exigía a Pepsi. De esta forma, el nuevo acuerdo durará, en principio, cinco años.