Bridgestone relinquishes Super Bowl halftime sponsorship to Pepsi

Bridgestone has been replaced as the Superbowl halftime show sponsor by PepsiCo. The Super Bowl famously has one of the top global television audiences for any event, and attracted an estimated 167 million viewers this year. It is also well-known that buying into this popularity comes at a substantial cost – television commercials during the Super Bowl are estimated to run to a high of $7 million per minute.

Bridgestone will continue to be the “official tyre” of the NFL until at least 2016, and the company is said to be refocusing its sponsorship of the sport throughout the season.

The largest tyre company in the world had sponsored the traditional musical performance given at the halfway point of the championship American Football game since 2008, during which time such legends as Bruce Springsteen, The Who and Madonna have headlined the event.