Apple Music replaces Pepsi as sponsor of Super Bowl Halftime Show

Apple Music will take over as sponsor of the NFL’s Super Bowl halftime show, replacing Pepsi as the main backer of the annual spectacle that normally attracts one of the year’s biggest singles television audience.

“Music and sport hold a special place in our hearts, so we are very excited that Apple Music will be part of music and the biggest stage in football,” said Oliver Chaucer, vice president of Apple Music and Beats, in a prepared statement. “We look forward to more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

Apple in recent months has shown more interest in sports. Its streaming platform has struck deals with Major League Baseball and Major League Soccer to show the games to subscribers. Sports rights have long been the domain of traditional media companies like Fox, Disney, Paramount Global and NBCUniversal, but tech companies like Apple and Amazon have played a bigger role in these rights as they seek to lure consumers to new broadband video services. . Amazon, for its part, is now a major partner in the NFL thanks to its control of the rights to the “Friday Night Football” game.

The first Super Bowl with Apple as the first-half sponsor will take place on Sunday, February 12, 2023 in Glendale, Arizona. Apple Music expects in the coming months to offer a sneak peek of its ideas via its social handles, AppleMusic, on TikTok, Instagram, and Twitter.

“We couldn’t think of a partner more suitable 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,” Nana said. Yao Asamoah, senior vice president of partner strategy for the NFL, said in a statement.

The league said more than 120 million viewers watched the halftime show accompanying Super Bowl LVI. The show featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, and it was the first time these five artists had performed together on stage. Under Pepsi, other halftime shows have included The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry and Bruno Mars.

But PepsiCo said in May that it would not return as a sponsor of the half-time show in 2022, opting to walk away from a decade-long association that moved the event away from the list of primarily rock musicians like Bruce Springsteen, Tom Petty and the Hartbreakers V.I. In favor of a new group of artists favored by the younger generations that advertisers and the NFL are seeking to prosecute. The NFL was said to be seeking much higher annual payments for sponsorship rights.

For years, each half-hour show has been treated largely as a one-off, with a new sponsor attending each year. Coca-Cola and Oscar Mayer were among the first supporters of the programme. In 2000, online broker E-Trade began a three-year term as event sponsor. Tire manufacturer Bridgestone joined in 2008 a five-year half-time program, supporting The Who, The Black-Eyed Peas and Madonna, among others. PepsiCo, which initially sponsored the 2007 Super Bowl XLI halftime show featuring Prince, launched its ten-year sponsorship of the mid-game performance in 2013.

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