Just over one month has passed since the start of the professional 2021 football season, and the NFL already prepares for the 2023 Super Bowl.

Sponsored by PepsiThe deal will expire following the 2022 season. People familiar with the matter said that the NFL intends to offer future sponsorship rights in the open market. This is according to those who spoke to them privately because they are not allowed to reveal the details.

Pepsi purchased the rights for the show in 2012 under a larger marketing deal worth more than $2 billion. Wall Street Journal Auto parts manufacturer Bridgestoneheld show rights, and was paid as much as $10 million per year. 

Pepsi might still extend its agreement with the NFL. However, it is possible that the NFL will choose to sell the assets separately and separate out the half-time show, according to people.

For this article, the NFL did not comment.

Pepsi will continue to sponsor February’s Los Angeles game. Performers include Dr. Dre and Mary J. Blige as well as Kendrick Lamar, Kendrick Lamar and Eminem. Jay-Z’s Roc Nation and the NFL team up to produce this show. CNBC’s parent company owns NBC. The 2022 Super Bowl will air on NBC. Comcast

One marketing expert based on industry statistics estimated that the value of halftime shows could be between $25 million and $50 million. This includes the amount Bridgestone paid last for rights, as well as an ever-changing media landscape which takes in social media impressions.

It is difficult to come up with an accurate estimate. NBC was charged $6.5million for 30 second ad spots in the Super Bowl LVII 2022. This would be equivalent to an advertisement worth $150 million if applied to the 12-minute show. However, it is unlikely that companies would pay this amount every year for a halftime performance.

The Super Bowl Halftime Rights Package usually covers ancillary programming throughout the NFL Season, Super Bowl commercials, and exclusive access to entertainers for content.

It would make a great investment as it will bring in a lot of money. For the Tampa Bay Buccaneers matchup against the Kansas City Chiefs, 96.4 million people watched (inclusive of streaming). In 2018, NBC aired Super Bowl XXIII, drawing more than 100 million viewers.

“Nothing can reach half of the market in households and amongst demographics [other]”More than the Super Bowl,” he said. Tony PonturoHe was Vice President at Anheuser-BuschEntertainment marketing, global media sports. He said that a younger and more innovative tech company should bid for rights if they are to go on the market.

Ponturo used Super Bowl rights to talk with CNBC Wednesday. Apple’s1984 Super Bowl commercialThis is an example of the way that newer tech companies “rock the boat”, using the NFL’s most prestigious game.

Ponturo declared, “If Apple wasn’t in 1984, then now you know.” It was Steve Jobs’A great way to create a splash.

The game’s international appeal, and the inclusion of performers from other countries in the halftime show, could lead to a sponsor coming from another country. Germany is one example. wants to grow. Ponturo was asked about brands that might be compatible. He mentioned Lucid Motors, an electric car manufacturer.

Ponturo stated that he would bet one in 100 customers knows who Lucid is. So if they want brand awareness, and to make a big splash for people who are not auto enthusiasts or Wall Street, then I see them doing that.”

Ponturo called this “instant brand recognition” and even though it comes at a high price, it is worth it, he claimed.

Lucid has not yet responded to my request for comment.

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