Despite Pepsi cutting the cord on its longtime NFL Super Bowl Halftime Show sponsorship, the company understandably wants to maintain ties with what has become the most profitable sports league in the world. The desire is signified by parent PepsiCo’s decision to continue a larger, nearly-40-year deal with the league, which covers a wider portion of its portfolio including Gatorade and Frito-Lay. The brand’s latest push further cements its intentions.
