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Apple Music replaces Pepsi as sponsor of Super Bowl Halftime Show

By
Nika Shakhnazarova
Published Sep. 23, 2022, 6:22 a.m. ET

The iconic Super Bowl Halftime Show is getting a major revamp.

Apple signed on the dotted line to take over as the event’s main sponsor, replacing Pepsi who has sponsored the show for the past ten seasons.

The multi-year sponsorship will begin with this season’s Super Bowl on Feb. 12 in Glendale, Ariz.

“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 statement.

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

Snoop Dogg, Dr. Dre, Eminem, Mary J. Blige, 50 Cent and Kendrick Lamar will be the last to perform the Pepsi Super Bowl halftime show.
Snoop Dogg, Dr. Dre, Eminem, Mary J. Blige, 50 Cent and Kendrick Lamar will be the last to perform the Pepsi Super Bowl halftime show. Getty Images

Terms were not announced, but analysts had expected the league to get at least $50 million per year for the rights.

“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” Nana-Yaw Asamoah, the NFL’s senior vice president of partner strategy, said in a statement.

Pepsi was the namesake for 10 years of halftime performances that featured Mary J. Blige, The Weeknd, Coldplay, Bruno Mars and many others.
Pepsi was the namesake for 10 years of halftime performances that featured Mary J. Blige, The Weeknd, Coldplay, Bruno Mars and many others. Getty Images

“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,” Asamoah added.

Last year’s halftime show proved to be a major success after over 120 million viewers watched the show, according to NFL. Performers included Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, 50 Cent, and Kendrick Lamar.

Pepsi became a sponsor of the halftime show in 2013, taking over from Bridgestone who were sponsors of the show from 2008 until 2012.

Pepsi’s ten seasons as halftime show sponsors saw a star-studded array of performers take to the stage over the years, including Beyonce, Coldplay, Bruno Mars, Katy Perry, Lady Gaga, Justin Timberlake, Maroon 5, Shakira, Jennifer Lopez, and The Weeknd.

With Post wires