Apple Music is sponsoring the Super Bowl halftime show, replacing Pepsi

By | September 23, 2022

Apple Music will take over as sponsor of the NFL’s Tremendous Bowl halftime present, changing Pepsi as the principle backer of the annual present that usually attracts one of many largest tv audiences of the yr.

“Music and sports activities maintain a particular place in our hearts, so we’re more than happy that Apple Music is a part of the bigger music and soccer scene,” mentioned Oliver Schusser, vp of Apple Music. and Beats, in a ready assertion. “We stay up for much more epic performances subsequent yr and past with the Apple Music Tremendous Bowl Halftime Present.”

Apple has proven a larger curiosity in sports activities in current months. Its streaming platform has offers with Main League Baseball and Main League Soccer to point out video games to subscribers. Sports activities rights have lengthy been the area of conventional media firms comparable to Fox, Disney, Paramount International and NBCUniversal, however tech firms comparable to Apple and Amazon have performed an even bigger function in these rights as they search to draw customers to their new broadband subscription video companies. . Amazon, for its half, is now a serious associate of the NFL due to its management of the rights to “Thursday Night time Soccer.”

The primary Tremendous Bowl with Apple as halftime sponsor will happen on Sunday, February 12, 2023 in Glendale, Arizona. Apple Music plans within the coming months to supply previews of its concepts through its social deal with, @AppleMusic, on TikTok, Instagram and Twitter.

“We could not consider a extra acceptable associate for the world’s most-watched musical efficiency than Apple Music, a service that entertains, conjures up and motivates thousands and thousands of individuals around the globe by means of the intersection of music and expertise,” Nana-Yaw Asamoah, senior vp of associate technique for the NFL, mentioned in a press release.

The league mentioned greater than 120 million viewers watched the halftime present that accompanied Tremendous Bowl LVI. The extravaganza featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, marking the primary time these 5 artists have carried out collectively on stage. Beneath Pepsi, different halftime performances included The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Girl Gaga, Katy Perry and Bruno Mars.

However Pepsi mentioned in Might it could not return as a sponsor of the halftime present in 2022, opting to stroll away from a decade-long affiliation that has pushed the occasion off a listing. from primarily rock musicians like Bruce Springsteen and Tom Petty and the Heartbreakers in favor of a brand new group of artists favored by youthful generations that advertisers and the NFL wish to woo. The NFL reportedly demanded considerably larger annual funds for sponsorship rights.

For years, every halftime present was handled largely as a one-time occasion, with a brand new sponsor coming in yearly. Coca-Cola and Oscar Mayer have been among the many program’s early backers. In 2000, on-line dealer E-Commerce launched a three-year time period as sponsor of the occasion. Tire producer Bridgestone aligned itself in 2008 with the halftime program for 5 years, supporting The Who, The Black-Eyed Peas and Madonna, amongst others. Pepsi, which initially sponsored the 2007 Tremendous Bowl XLI halftime present that featured Prince, launched its decade-long sponsorship of the midgame efficiency in 2013.