NFL taking Super Bowl halftime sponsorship rights to market as deal with Pepsi set to expire

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Jennifer Lopez performs onstage during the Pepsi Super Bowl LIV Halftime Show at Hard Rock Stadium on February 02, 2020 in Miami, Florida.Robin Alam | Icon Sportswire | Getty ImagesThe 2021 professional football season is just over a month old, and the NFL is already preparing for the 2023 Super Bowl.The National Football League's Super Bowl halftime show is sponsored by Pepsi, though the deal is set to expire after the 2022 game that marks the end of the current season. The NFL is now planning to take future sponsorship rights to the open market, according to people familiar with the matter who asked not to be named because the negotiations are private.Pepsi obtained the show's rights in 2012 as part of a more significant marketing deal valued at over $2 billion, according to the Wall Street Journal. Before that, auto parts manufacturer Bridgestone held the show's rights and paid up to $10 million annually. Pepsi could still renew its deal with the league, but the NFL may al
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