Pepsi’s got no time for halftime, and no interest or money set aside for it, either.

Pepsi is not renewing its title sponsorship of the NFL’s Super Bowl Halftime Show. 

This ends its 10-year run, during which the 12-minute event stood out as an advertising superstar in a night of advertising stars.

In a statement, the beverage brand noted, “As entertainment evolves, and the way people consume music changes, Pepsi is intent on showing up and showing out, to guarantee the level of access and engaging experiences fans have come to expect from the brand.”

Pepsi acknowledges that entertainment is evolving along with content consumption. 

At the same time, some brands are still gating 5-page PDFs in order to acquire an email address and insisting that our passwords cannot contain # and $.