On Sunday, February 12, 2023, Super Bowl LVII will go off in Glendale, Arizona, and Apple Music will replace Pepsi as the halftime show’s sponsor for the first time in 10 years.
Following Pepsi’s 10-year partnership with the NFL, Apple Music announced a multi-year partnership with the NFL Super Bowl to sponsor the halftime show, one of television’s most popular spectacles.
According to Oliver Schusser, Apple’s vice president of Apple Music and Beats, “music and sports have a special place in our hearts, therefore we’re thrilled Apple Music will be part of music and football’s largest platform.”
“We anticipate even more jaw-dropping performances at the Apple Music Super Bowl Halftime Show next year and beyond,” says Apple Music CEO Tim Cook.
Prior to the halftime show, Apple will tease information and provide sneak peeks on TikTok, Instagram, and Twitter under the handle @AppleMusic.
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.”
Over 120 million people watched the halftime performance of Super Bowl LVI last year, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar. Past performers have included Bruce Springsteen, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, and Katy Perry.
According to several media accounts, even though Pepsi had a 10-year deal for the halftime show, it was independently sponsored for a single year before introducing shorter-term contracts for many years. Early supporters included Coca-Cola and Oscar Mayer, while E-Trade and Bridgestone Tires each committed to three-year event sponsorship.
According to several media accounts, Pepsi inked its 10-year pact at a mid-game performance in 2013 after initially sponsoring the Super Bowl XLI halftime show, which included Prince.
