Pepsi ( PEP) Not only is Pepsi the NFL's soda sponsor, but its Gatorade brand is the league's isotonic beverage sponsor. Also, PepsiCo's Frito-Lay division is the league's salty snack sponsor. In the past decade, PepsiCo has dumped $182.7 million into Super Bowl ads. Think the NFL thanked PepsiCo for its generosity by keeping hated rival Coca-Cola ( KO) out of the game? Not a chance. Coca-Cola's also a frequent NFL advertiser and has spent $81 million within the past decade to make sure its polar bears get the star treatment on Super Bowl Sunday. This year, Coca-Cola is spending nearly $12 million on three 30-second spots in an effort to steal as much as possible of Pepsi pitchwoman Beyonce's halftime spotlight.