Pepsi’s reign as the official sponsor for the Super Bowl Halftime Show has officially come to a close as Apple Music takes over. Pepsi had been the sponsor for the Halftime Show for nearly a decade, dating back to 2013. Apple Music will have its first go at hosting the Super Bowl Halftime Show when Super Bowl LVII airs in February.
SVP of Partner Strategy for the NFL Nana-Yaw Asamoah stated in an official NFL press release:
“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show. 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.”
Apple has invested in a few different areas of sports this year, including a deal to stream Major League Baseball and Major League Soccer games through Apple TV+. The deal with the NFL comes at a hefty price tag of $50 million a year, which is closer to the amount the NFL was seeking when Pepsi decided not to renew its contract.
Pepsi tweeted back in May that it would be ending its partnership with the NFL, stating: “After 10 years of iconic Pepsi Super Bowl Halftime Show performances, we have decided it’s time to pass the mic. Thank you to the amazing artists and fans who helped us create some incredible moments along the way.”
The Super Bowl Halftime Show is the world’s most-watched music event each year, typically boasting numbers of over 100 million viewers each year.
Rihanna is slated as the first to perform in an Apple Music Halftime Show. The pop star has not toured since her Anti World Tour in 2016, so the Halftime Show performance marks a huge milestone for both her and Apple Music. Speculation about musical guests has begun to spread online, although no other artist is presently confirmed to perform.
Vice President of Apple Music and Beats Oliver Schusser stated, “Music and sports hold a special place in our hearts, so we’re very excited Apple Music will be part of music and football’s biggest stage. We’re looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”
The Super Bowl and its Halftime Show will take place in Glendale, Arizona, on Sunday, February 12, 2023.
