NFL announce Apple Music as new official sponsor of the Super Bowl Halftime Show, replacing Pepsi

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The NFL announces Apple Music as the new Super Bowl Halftime Show sponsor after Pepsi ended its partnership following a decade presenting the event

  • Apple Music takes over after Pepsi declined to extend their sponsorship this year
  • Pepsi had sponsored the Super Bowl halftime show for ten seasons, with shows that broke records for viewership on broadcast TV and online streaming
  • Over 120 million viewers tuned in for the Super Bowl LVI Halftime Show this year

The NFL announced that Apple Music will be the new official sponsor of the Super Bowl Halftime Show early on Friday.

Apple Music will be replacing Pepsi, who had been sponsoring the show for ten seasons. Pepsi reportedly declined the chance to extend their sponsorship.

‘We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,’ said Nana-Yaw Asamoah, SVP of Partner Strategy for the NFL. 

‘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.’

Apple Music’s VP Oliver Schusser said, ‘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.’

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

The NFL announced that Apple Music will be the new sponsor of the Super Bowl Halftime Show

The NFL announced that Apple Music will be the new sponsor of the Super Bowl Halftime Show

Apple Music replaces Pepsi as sponsor after ten seasons and multiple records for viewership

Apple Music replaces Pepsi as sponsor after ten seasons and multiple records for viewership

The league says over 120 million viewers tuned in to watch the most recent halftime show at Super Bowl LVI featuring Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar, and Mary J. Blige. That show was also given three Creative Emmy awards. 

Pepsi had been the sponsor for the halftime show for ten seasons, beginning with Super Bowl XLVII where Beyonce performed. 

They took over from Bridgestone who had sponsored the show between 2008 and 2012 covering Super Bowl XLII to XLVI.

The Super Bowl LVI Halftime Show saw over 120 million people tune in to watch

The Super Bowl LVI Halftime Show saw over 120 million people tune in to watch

Headliners from Pepsi sponsored performances included Beyonce, Bruno Mars, Katy Perry, Coldplay, Lady Gaga, Justin Timberlake, Maroon 5, Shakira, Jennifer Lopez,  and The Weekend.

Two shows sponsored by Pepsi had set records for viewership. This past Super Bowl’s show broke a record previously held by Katy Perry for most watched halftime show on a network broadcast. 

Additionally, the Super Bowl LIV Halftime Show featuring Shakira and Jennifer Lopez set the record for the most YouTube views of a halftime show with 245 million views.

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