‘Couldn’t think of a more appropriate partner’: New sponsor to replace Pepsi for Super Bowl halftime show

One of the most “iconic” annual moments many Americans still share — the Super Bowl Halftime Show — is bidding adieu to its ten-year sponsor, Pepsi, and welcoming a new partner for Super Bowl LVII.

In a statement from the National Football League’s SVP of Partner Strategy, Nana-Yaw Asamoah announced that Apple Music is stepping into Pepsi’s shoes after the beverage giant declared in May that it would not be returning.

“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” Asamoah said. “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.”

The Super Bowl is set to kick off on Sunday, Feb. 12, 2023, in Glendale, Arizona, and excited fans will be able to catch sneak peeks and take advantage of special deals by following @AppleMusic on TikTok, Instagram, and Twitter, according to Fox Business.

According to Oliver Schusser, vice president of Apple Music and Beats, the shows put on during the multi-year partnership with the NFL will be “epic.”

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

Despite controversies and vows to boycott the show, more than 120 million viewers put their politics aside and tuned into last year’s live Super Bowl LVI Halftime Show. Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar all took the stage for a spectacular performance from some of music’s greatest trailblazers.

The five-year deal with Apple will reportedly cost around $250 million, according to TheStreet’s London Bureau Chief, Martin Baccardax, who finds the whole arrangement “interesting.”

“It’s interesting in that Pepsi has decided to give up its 10-year deal to sponsor the event, which, it has to be remembered, is the most watched television program every single year in the United States and drew 120 million viewers last year,” he stated.

“It’s also interesting in the sense that Apple doesn’t do a great deal of marketing.” he continued. “This isn’t something that comes naturally to them. They always felt that the broader advertisement of their products — I mean, let’s be honest, the glowing reception that they’ve received in the media is more than enough to compensate for marketing and price cuts and discounts and other things, so this is an interesting turnabout in terms of their broader strategy.”

“And it was interesting that they decided to do it with Apple Music because… music, which is embedded into the services portion of the Apple operations is the fastest growing of all of the company’s components,” he explained. “It’s faster growing than iPhone sales and iMacs and accessories and all those other things.”

“Using music to further lever the brand development of Apple services is really important,” he said. “And the fact that they’re doing it with the Super Bowl Halftime Show is interesting as well.”


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