PepsiCo has this week launched its latest Pepsi Max ad in the US, featuring former American football player Barry Sanders.

The 'Disappearing Sanders' ad, which started airing yesterday (19 August) on all major US cable networks, revolves around the question of why Sanders, who played for Detroit Lions, retired in his prime. The ad comes just ahead of the start of the new NFL season.

Financial details behind the push were not disclosed.

“We were fortunate to team up with legend Barry Sanders, a longtime Pepsi supporter, to help bring the game to life for our fans," said Joanne Nicoletti, Pepsi Max's senior brand manager.

Pepsi Max is already an official soft drink of the NFL, having last extended the tie-up in 2011.