One of the highly anticipated shows in Super Bowl history will no longer be around when the annual playoff championship of the NFL comes around.

Pepsi, a company that has been around for 10 years as the musical partner of the show, announced via social media that it will no longer be sponsoring the Super Bowl.

“After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it’s time to pass the mic,” Pepsi’s official Twitter posted. “Thank you to the amazing artists and fans who helped us create some incredible moments along the way. Now on to the next stage… ” the post read.

The reason behind the pull-out was not given. Instead, Pepsi continued by recalling the Halftime Shows that it backed. This included 26 musical acts represented by 168 Grammys and almost 1,000 Billboard hits that have rocked the Pepsi Super Bowl Halftime Show stage over the past 10 years.

Among the memorable performances, most will likely recall include seeing the likes of Beyonce, Bruno Mars, Lady Gaga, The Weekend, and most recently, Dr. Dre and friends.

Despite its decision to pull out from the NFL Super Bowl Halftime Show, the soft drink company clarified that it will continue its partnership with the football league. This includes introducing new programming, sports drinks and activations for the NFL.

Aside from Pepsi, no other official announcements have been made by the NFL or its official Super Bowl social media accounts as of this writing.

The NFL and Pepsi renewed their partnership recently sans the Super Bowl. Part of the agreement will see Pepsi still being around at top NFL events such as the NFL Draft.

One of its branches, Gatorade, will continue to keep itself visible in other NFL-related activities.

It remains unclear if this had anything to do with the NFL seeking up to $50 million for the Super Bowl halftime rights, CNBC reported.

The Weeknd performs during the Pepsi Super Bowl LV Halftime Show The Weeknd performs during the Pepsi Super Bowl LV Halftime Show at Raymond James Stadium on February 07, 2021 in Tampa, Florida. Photo by Mike Ehrmann/Getty Images