Pepsi will renew its NFL sponsorship ahead of next season, continuing a relationship that started in ’02 when the soda company signed on as the official soft drink of the league. However, its 10-year run as Super Bowl halftime sponsor ended with last week’s game, and the league is taking the show’s sponsorship rights to market. Overall, Pepsi’s footprint across sports is strong, with 16 deals among NFL teams and 65 team-level deals across NFL, MLB, MLS, NHL and the NBA. SBJ Atlas data reveals the company has more major league deals than any U.S.-based brand. To see the data behind the SBJ Atlas Brand Spotlight, sign up for a demo at SBJ Atlas.