Justin Timberlake has "temporarily suspended his endorsement activities" for beverage company Bai to "clear the way for his appearance" in the Super Bowl LII halftime show, which is sponsored by Pepsi, according to sources cited by E.J. Schultz of AD AGE. Bai will "not use Timberlake's name and likeness until after the game on Feb. 4." Pepsi is already "leveraging its affiliation" with Timberlake for the Super Bowl "via social media marketing." But Timberlake is also "on record speaking passionately about Bai, which has positioned itself as a healthier alternative to traditional soda brands." Pepsi's halftime sponsorship deal is "with the NFL." A source said that the league "owns the contract with the performing artist but Pepsi gets input." Still, Pepsi "typically uses the performer as a key part of its marketing leading up to the game." Timeberlake in February "appeared in a Super Bowl ad for Bai, alongside Christopher Walken." A Bai spokesperson "declined to comment" on whether the brand is planning a Super Bowl LII ad (ADAGE.com, 10/23).
