After the NFL Championship Game itself, the Halftime Show is arguably the most eagerly anticipated part of any Super Bowl. This Sunday (February 9) at Super Bowl LIX at Caesars Superdome in New Orleans, Kendrick Lamar will be the meat in a Kansas City Chiefs-Philadelphia Eagles sandwich.

Kendrick Lamar set for second Super Bowl Halftime Show

The rapper previously co-headlined the Halftime Show in 2022, when he appeared alongside Dr Dre, Snoop Dogg, Eminem, 50 Cent and Mary J. Blige, a performance that won a Primetime Emmy Award for Outstanding Variety Special (Live).

Three years later, Lamar will headline, supported by SZA, following in the footsteps of a host of major stars, including Beyoncé, Madonna, Michael Jackson, Prince and The Rolling Stones.

As ever, the 37-year-old’s performance will undoubtedly provide a number of talking points. For instance, many are expecting Lamar to use the platform to continue his ongoing feud with Drake, who might be wise to watch his rival’s set from behind his sofa.

How much does the Super Bowl generate?

There have been hugely varying reports as to how much money the Super Bowl generates, with different sources estimating anything between $300 million to $1.3 billion.

According to NC State professor Mike Edwards, the economic impact of the NFL Championship Game tends to be greatly exaggerated, with the league keeping a large chunk of the money made, including 100% of ticket sales, tens of millions of dollars in merchandise sales and lucrative broadcasting deals.

The surprising amount Kendrick Lamar will get for the Super Bowl Halftime Show

One area in which the NFL manages to save money, incredibly enough, is on Halftime Show performers. As was the case for those who went before him, Lamar will be paid in exposure rather than cold hard cash for performing in New Orleans.

Huge production costs are, obviously, paid for, and the performing artist does pick up a small amount in accordance with a union contract. But the figure is minuscule in comparison to what they make for a ‘regular’ show, or what you might expect.

The good news for Lamar is he can expect more interest in his music elsewhere as a result of his Super Bowl appearance. According to Forbes, Justin Timberlake saw a 534% increase in sales after his 2018 performance, with Maroon 5 seeing a 434% jump the following year.

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