Sports and Music Partners for a Better Outcome
My Nguyen July 25, 2012
With such acts like Blur, New Order, the Specials, The Who, George Michael, Take That, and Coldplay allegedly performing at the London 2012 Olympics end of this month, including the possible reunions of the Spice Girls and Oasis, there no question that music plays a pivotal role in the opening and closing ceremonies.
But the Olympics aren’t the only sports fest to meld music and professional athletes together. Curently the second top selling cola brand, next to Coca-Cola, PepsiCo is stepping up its brand promotions by becoming the sole sponsorship of the Super bowl halftime show. Other current endorsements of the soda company includes the sponsorship of The X Factor, and its partnership with pop/hip-hop artist Nicki Minaj.
According to BrandChannel.com, the deal will help push ads of the soda brand into the forefront of the yearly televised game.
Adam Harter, PepsiCo Beverages’ VP of consumer engagement, told AP that “the NFL is letting Pepsi have more input than past sponsors have had – including on stage design and which musicians perform during the show.”
PepsiCo will reportedly be able to offer input on how the halftime show can be viewed online, and that Pepsi will also be using the sponsorship for promotions printed on the soda cans and bottles it will be selling for retail.
Photo courtesy of Judge of Me via Flickr.