Apple Music Replaces Pepsi as NFL Super Bowl Halftime Show Sponsor

When Super Bowl LVII kicks off on Sunday, Feb. 12, 2023 in Glendale, Arizona, the halftime show will be sponsored by Apple Music, replacing Pepsi for the first time in a decade.

Apple Music signed a multi-year partnership with the NFL Super Bowl to sponsor the halftime show, one of television’s most-watched events, following the expiration of Pepsi’s 10-year contract with the football organization.

“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,” Oliver Schusser, Apple’s vice president of Apple Music and Beats, said in a press release on Friday (Sept. 23).

“We’re looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show,” he added.

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Apple will tease details and sneak peeks leading up to the halftime show @AppleMusic on TikTok, Instagram and Twitter.

“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,” said Nana-Yaw Asamoah, senior vice president of partner strategy for the NFL.

Last year’s Super Bowl LVI halftime show featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar attracted over 120 million viewers. Past performers included Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, Bruno Mars and Bruce Springsteen.

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While Pepsi had a 10-year contract for the halftime show, for many years it was sponsored independently for single years, later instituting shorter-term contacts, per multiple media reports. Early backers included Coca-Cola and Oscar Mayer, with E-Trade signing a three-year event sponsorship and Bridgestone tires signing for five years.

Pepsi initially sponsored the halftime show for Super Bowl XLI in 2007, starring Prince, and signed its 10-year deal during a mid-game performance in 2013, according to multiple media reports.

The NFL halftime sponsorship deal could be worth about $50 million, but the terms of the finalized deal were not made public, The New York Times reported.

Apple is also reportedly in talks with the NFL for the rights to a package of Sunday football games, according to the NYT.

PYMNTS reached out to Apple and the NFL for comments.