• by Erik Oster , December 28, 2023

Pepsi is putting the “bowl” back in “Super Bowl Weekend.”

The beverage giant is sponsoring the Super Bowl Bowling Classic, partnering with Go Bowling for an event hosted by NFL legend and former Super Bowl winner DeMarcus Ware Feb. 9.

Taking place at the South Point Bowling Center in Las Vegas, the event will pair current and retired NFL players with fans, providing each paying participant with a commemorative Super Bowl LVIII bowling ball, pin and jersey as well as a buffet meal and Pepsi soft drinks, beer, or wine. The entry fee of $350 will also give bowlers the opportunity to add a guest for a $100 fee.

All proceeds will go to the NFL Foundation, a nonprofit organization dedicated to improving the lives of those who participate in the sport and the “health, safety and wellness of athletes, youth football, and communities” associated with it.

“Since retiring from the NFL, I've enjoyed having more time to connect with fans -- whether it's serving in the community, or having more time to bowl with the family,” Ware said in a statement, adding that he’s enjoyed “monthly bowling outings” with his former teammates and is excited to “dust off” his bowling skills at the event.

The event comes in the wake of Pepsi exiting a much larger stage prior to Super Bowl LVII in Arizona. After a decade as Super Bowl Halftime Show sponsor, Pepsi relinquished that role to Apple Music for 2023’s game -- following a multiyear agreement between the NFL and Apple Music.