NFL Makes Big Change to Super Bowl Halftime Show, Replaces Pepsi with Apple Music

Apple Music replaces Pepsi as the official sponsor of the NFL Super Bowl halftime show. Pepsi appeared during the first NFL event in a decade, where some of the biggest names in the music industry past and present performed in front of fans in attendance and millions of viewers from their homes around the world. The NFL and Pepsi signed a 10-year sponsorship in 2013, following a 2007 agreement. Apple’s premium music streaming service takes on the role of lead sponsor for the Super Bowl halftime show on Sunday, February 12, 2023, with the game played in Glendale, Arizona.

“Music and sports hold a special place in our hearts, so we are very excited that Apple Music will be part of the music and the biggest stage in football,” said Oliver Chaucer, Apple Music and Beats vice president at Apple. “We look forward to more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

“We couldn’t think of a partner more suitable 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,” Nana said. Yao Asamoah, Senior Vice President of Partner Strategy for the NFL.

Media companies have become heavily invested in adding sports to their packages to attract fans to sign up and become subscribers. Besides sponsoring the Super Bowl, Apple has also signed on to broadcast Major League Baseball and Major League Soccer matches. Amazon has taken the exclusive rights to Friday Night Football, where fans now have to stream weekly games on Prime Video instead of showing them on FOX or the NFL Network. This has also caused these companies to compete for the best radio talent to connect and cover these games, with multimillion-dollar deals offered at NBCUniversal, FOX, Disney and Amazon.

Apple Music plans to promote the Super Bowl over the next two months by sharing peeks on Twitter, Instagram and TikTok on its AppleMusic accounts. Super Bowl shows used to rely on older acts like Bruce Springsteen and Tom Petty, but Pepsi’s time as a sponsor ushered in a new era with newer acts attracting the younger generation.

FOX owns the rights to Super Bowl LVII. Presenters Kevin Burckhardt and Greg Olsen will talk about the match, while Erin Andrews and Tom Rinaldi work on the sidelines.

Image credit via Michael Owens / Getty Images

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