NFL wants to "turbocharge" the Super Bowl halftime show, and make it a possible ongoing series

The Hollywood Reporter

"The NFL has big plans for the future of its Super Bowl halftime show, and is hoping to engage potential sponsors as it looks beyond 2022," reports The Hollywood Reporter's Alex Weprin. "The Super Bowl halftime show has long been a focal point of the TV calendar: A 12 minute musical interlude to the most-watched TV event in America, and a launching pad for products, tours, and artists. Now, the league is thinking about how to expand the halftime show beyond the confines of the big game, and, as a source familiar with the matter tells The Hollywood Reporter, making it 'bigger, taking different aspects of it and making it stand way outside of the 12 minutes.'" Additionally, the NFL may seek out other partners with Pepsi's sponsorship deal ending next year. A source says that over the last few years, the halftime show has been “morphing into a platform" -- not just for the NFL and Pepsi, but for the artists as well.