The curtains have closed as regards Pepsi and the Super Bowl Halftime show.

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Since 2012, the soft drink manufacturing company has served as the official sponsor of the marquee event.

However, that era has finally come to an end.

Pepsi renewed its contract with NFL on Tuesday but with a major change.

The company will give up its rights to the Super Bowl Halftime show.

Instead Pepsi will focus its marketing antics on other sectors of the NFL.

For the successful 10-year partnership, Pepsi paid $2.3 billion.

It’s unsure how much the rights of the Super Bowl Halftime show will cost.

It’s estimated that Pepsi is asking for between $40-50 million.