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 five years alone, PepsiCo has dumped $97 million into Super Bowl ads. That hasn't stopped the NFL and its broadcast partners from welcoming Pepsi's biggest rival, Coca-Cola, into the fold whenever possible. For each Cindy Crawford or Britney Spears appearance, Coke can point to a "Mean" Joe Greene or polar bear Super Bowl ad of its own.
In fact, Coca-Cola has spent more than $62 million during the past five years to maintain its status as a Super Bowl regular. This year, Coca-Cola is countering Pepsi's Bruno Mars/Red Hot Chili Peppers halftime show with more ads of its own. The number hasn't been confirmed, but this isn't a company that prides itself on subtlety.
Pepsi and Coke will get even more competition for the second-straight year, as make-your-own soft drink company SodaStream has enlisted the aid of Scarlett Johansson in its $4 million, 30-second ad. That spot airs in the fourth quarter, long after Coke and Pepsi's more than $20 million worth of ads and halftime entertainment have concluded.