Apple Grabs Super Bowl Halftime Show, Replacing Pepsi as Sponsor

Dr. Dre and Snoop Dogg at the Super Bowl LVI halftime show.
Dr. Dre (l.) and Snoop Dogg perform during the Super Bowl LVI halftime show. (Image credit: Cooper Neill/Getty Images)

The National Football League said that Apple has signed a long-term deal to be the sponsor of the Super Bowl halftime show, replacing Pepsi, which was part of the big game for 10 years.

The musical extravaganza will promote Apple Music.

Financial terms were not disclosed. Published reports estimated the price tag at $50 million annually.

The halftime show, which has featured performers ranging from Prince to U2 to Jennifer Lopez and Shakira, is typically the most-watched music performance of the year, occasionally sparking controversy a la Janet Jackson and Justin Timberlake.

Last year’s acclaimed show featured classic rappers Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar and 50 Cent. More than 120 million viewers tuned in and the show won three Creative Emmy Awards.

“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, senior VP of partner strategy for the NFL 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.”

Apple has been moving into the TV sports business with its Friday Night Baseball doubleheaders. It is also a contender for the NFL’s Sunday Ticket out-of-market package.

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

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.