How are they building brand equity with their sponsorship?

Super Bowl is one the most popular events at which national football clubs compete. It is managed by the National Football League. The Super Bowl has seen more than 32 teams win it, and fourteen of them have multiple champions. Pepsi, a global beverage company, sponsors the Super Bowl. Pepsi Company utilizes the Super Bowl’s twelve minute halftime show to increase brand equity and revenue. Events draw in millions of viewers from across the United States. This enhances both the international and national reputation of Pepsi Brand. It is one of the most popular television shows in the country. The Super Bowl has a 10-year sponsorship agreement between NFL and Pepsi Inc. Gatorade Bud Light, Verizon and Draft King are all major sponsors of Super Bowl festivities. Pepsi contributed $13.5 Million in value by sponsoring the Super Bowl halftime show with visuals and signage.
Pepsi will benefit from the event’s increased brand awareness, which promotes active living and builds brand equity. Sugary beverages are being avoided by health-conscious consumers due to obesity and diabetes. Sponsorship of sporting events helps Pepsi to maintain its reputation as an advocate for sustainable living. The company can increase its client base and revenue by doing this. Events are seen millions of times. This makes it easy for companies to raise brand awareness. The organization uses many marketing communication tools, in addition to sponsoring. In an attempt to increase their income and sales, the NFL offers branded seats covers. Branded seats and LED messaging influence the buying decision of customers. Sponsors can rotate their advertisements throughout the event thanks to the LED message. Sports Media reports that Pepsi’s broadcast visuals during the half-time show generated $9.4 Million in media value by 2021.

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