Pepsi has announced it will sponsor the Super Bowl XLVII Halftime Show set for Sunday, February 3, 2013 in New Orleans. It marks the renewal of PepsiCo’s long-term agreement with the National Football League (NFL) last year that includes brands Pepsi, Gatorade, Frito Lay, Quaker and Tropicana.

Pepsi will have 60-seconds ads during the Super Bowl XLVII broadcast on CBS, which will extend its ‘Live for Now’ campaign. Pepsi Next also addresses Hispanic audience with a new ‘Vive Hoy’ ad, which is a translation of ‘Live for Now.’ The spot features Argentine soccer player Lionel Messi and is only the second piece of new creative in the broader ‘Live for Now campaign,’ says Ad Age. The ad will air on various networks such as BET, Bravo, CMT, ESPN, SyFy, TBS, TNT and USA, as well as Telemundo and Univision.

«Pepsi’s deep-rooted heritage with the Super Bowl and with music truly makes this relationship a natural fit,» commented Adam Harter, VP Consumer Engagement, PepsiCo Beverages. «As the most watched and highly-anticipated entertainment event of the year, the Super Bowl Halftime show is right at the heart of sports and music.  We are excited to provide a fully integrated fan engagement experience for NFL and Pepsi fans.»

Pepsi will use in-store activations, digital apps and in-person interaction to engage fans. Other PepsiCo brands such as Doritos will also create their own Super Bowl engagements. This year, Doritos scored the No.1 ranking in the 2011 USA TODAY Super Bowl Ad Meter rating with its fun spot featuring a dog. PepsiCo and the NFL have been remaining long-standing partners for nearly three decades. The 2012 Pepsi ads can be watched here.

Pepsi’ list of existing deals with major sports properties is big. With NFL alone, the brand has 16 team deals now, including its newly announced partnership with the Pittsburgh Steelers. All these sports partnerships leverage television, print, and radio advertisement, as well in-store retail activations and digital engagement.