As the primary supporter of the yearly extravaganza that generally draws one of the largest single TV audiences of the year, Apple Music will replace Pepsi as the sponsor of the NFL’s Super Bowl halftime show.

In a prepared statement, Oliver Schusser, Apple’s vice president of Apple Music and Beats, said, “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 anticipate many more outstanding performances from the Apple Music Super Bowl Halftime Show in the future.

Apple’s interest in sports has increased recently. Major League Baseball and Major League Soccer have agreements with their streaming platform to broadcast matches to subscribers.

Traditional media companies like Fox, Disney, Paramount Global, and NBCUniversal have traditionally held the rights to sports events, but technology giants like Apple and Amazon have made a stronger push for those rights as they try to entice customers to their new broadband subscription-video services.

Apple Takes Over Pepsi as New Sponsor of Super Bowl Halftime Show

Thanks to its ownership of the “Thursday Night Football” rights, Amazon, on the other hand, is now a significant NFL partner.

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On February 12, 2023, the first Super Bowl with Apple as the halftime sponsor will take place in Glendale, Arizona. The @AppleMusic social handle on TikTok, Instagram, and Twitter will be used by Apple Music to provide sneak peeks of its ideas in the upcoming months.

According to Nana-Yaw Asamoah, senior vice president of partner strategy for the NFL, “We couldn’t think of a more appropriate partner for the world’s most-watched musical performance than Apple Music, a service that entertains, inspires, and motivates millions of people around the world through the intersection of music and technology.”

The halftime show for Super Bowl LVI reportedly attracted more than 120 million viewers, according to the NFL. Dr Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar all performed at the spectacular, which was the first time these five musicians had ever shared a stage.

The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, and Bruno Mars have all performed during halftime during Pepsi commercials.

However, Pepsi announced in May that it would not return as the halftime show’s sponsor in 2022, choosing to end a ten-year partnership that saw the event move away from a roster of mostly rock musicians like Bruce Springsteen and Tom Petty and the Heartbreakers in favour of a new group of performers who are favoured by the younger generations that advertisers and the NFL seek to court. According to reports, the NFL wanted to pay much more each year for the sponsorship rights.

Each halftime show was primarily considered a one-time event for years, with a new sponsor joining in each time. Among the first sponsors of the programme were Coca-Cola and Oscar Mayer. E-Trade, an online broker, began its three-year sponsorship of the event in 2000.

In 2008, the tyre company Bridgestone signed a five-year agreement to support artists like Madonna, The Who, and The Black-Eyed Peas during the halftime show. In 2013, Pepsi began its ten-year sponsorship of the halftime show, which it had previously sponsored for the Super Bowl XLI halftime show that featured Prince in 2007.

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