Apple Music Will Replace Pepsi as NFL Super Bowl Halftime Show Sponsor


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.

Apple will tease information and give sneak peeks on TikTok, Instagram, and Twitter under the handle @AppleMusic before to the halftime show.

“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 included Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar, and over 120 million people tuned in. Bruce Springsteen, Jennifer Lopez, Shakira, Beyonc√©, Justin Timberlake, Lady Gaga, and Katy Perry have all performed in the past.

Even though Pepsi had a 10-year agreement for the halftime show, it was independently sponsored for a single year before initiating shorter-term contracts for several years, according to multiple media stories. Coca-Cola and Oscar Mayer were early backers, while E-Trade and Bridgestone Tires also committed to three-year event sponsorship.

According to many media reports, Pepsi signed its 10-year deal at a mid-game performance in 2013 after originally sponsoring the Super Bowl XLI halftime show, which included Prince.