The NFL’s halftime show, which routinely attracts one of the largest single TV audiences of the year, will now be sponsored by Apple Music instead of Pepsi.
Apple’s vice president of Apple Music and Beats, Oliver Schusser, said in a prepared statement, “Music and sports share a particular place in our hearts, so we’re incredibly happy Apple Music will be part of music and football’s grandest platform.” We expect the Apple Music Super Bowl Halftime Show to include even more groundbreaking acts in the years to come.
Apple’s interest in sports has grown in recent months. It has agreements with MLB.TV and MLS.TV to broadcast games to its customers. Tech giants like Apple and Amazon are competing with conventional media giants like Fox and Disney for sports rights as a means of attracting customers to their new broadband subscription-video services. Amazon, on the other hand, has become a significant NFL partner because of the fact that it owns the broadcasting rights to “Thursday Night Football.”
Apple Music Replaces Pepsi as Sponsor of Super Bowl Halftime Show
On February 12, 2023, in Glendale, Arizona, the first Super Bowl with Apple as the halftime sponsor will take place. In the next months, Apple Music will use its social account, @AppleMusic, on TikTok, Instagram, and Twitter to provide sneak peeks of its ideas.
Apple Music is a service that entertains, inspires, and encourages millions of people around the globe via the junction of music and technology, as stated by Nana-Yaw Asamoah, senior vice president of partner strategy for the NFL.
The NFL estimates that more than 120 million people saw the halftime spectacle for Super Bowl LVI. Dr Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar all appeared at the concert for the first time ever. The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, and Bruno Mars are just a few of the artists that have performed during halftime while Pepsi has been the official beverage sponsor.
Pepsi announced in May that it would not be sponsoring the halftime show in 2022, ending a decade-long relationship that had seen the event shift away from a roster of primarily rock musicians like Bruce Springsteen and Tom Petty and the Heartbreakers in favour of a new group of artists who are favoured by the younger generations that advertisers and the NFL seek to court. It was reported that the NFL wanted far larger yearly payments in exchange for the sponsorship rights.
Each halftime performance was seen as a one-off event for many years, with a new sponsor signing on every year. Early sponsors included household names like Coca-Cola and Oscar Mayer. Starting in 2000, online broker E-Trade served as the event’s presenting sponsor for a total of three years. In 2008, tyre company Bridgestone committed to a five-year partnership with the halftime show, during which time they sponsored artists such as The Who, The Black-Eyed Peas, and Madonna. Super Bowl XLI’s halftime show in 2007 was sponsored by Pepsi, and in 2013 the company began a ten-year sponsorship of the performance. Prince headlined that year’s extravaganza.