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NFL BUSINESS

Why is Apple taking over Super Bowl Halftime Show from Pepsi?

Early on Friday morning it was announced that Apple would be taking over sponsorship duties of the NFL showpiece game.

Update:
Why is Apple taking over Super Bowl Halftime Show from Pepsi?
Mike BlakeREUTERS

We’ve come to associate Pepsi as the main sponsor of the National Football League’s hugely popular halftime show at the end of season Super Bowl. Well, that is about to change!

Super Bowl chooses Apple after Pepsi

Apple, the behemoth of tech, has thrown itself into the middle of the showpiece February event knowing that it is going to catch more eyes than ever, with the show drawing in hundreds of millions of viewers from around the globe. Gridiron fans are there all year round following their team, but the Super Bowl brings in the passing-interest fan once a year. And the half-time show a whole other mix of demographics.

It was back in May of this year when the drinks company confirmed that it would not be continuing its main sponsorship role, with the NFL pushing for increased payments. After a decade, the responsibility is being handed over to Tim Cook’s team to run with.

When will Apple take over from Pepsi’s Super Bowl half-time show?

Apple’s vice president of Apple Music and Beats, Oliver Schusser, had a statement ready to explain the decision.

“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.”

“More epic,” he says. That is some prediction given what we’ve seen in recent years. The most recent edition, Super Bowl LVI, is suggested to have sucked in around 120 million via television and online. They watched the much-hyped, award winning, world-first get together of Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. Pepsi, have also entertained us between the action with the likes of The Weeknd, Shakira, Jennifer Lopez, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, and Bruno Mars. Beats that, Apple!

So what did the NFL have to say about the new, money-spinning collaboration? Nana-Yaw Asamoah, its senior vice president of partner strategy was clear.

“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’s first foray into the Super Bowl half-time show will be eagerly anticipated and we don’t have long to wait. Sunday 12 February 2023 is the date, when two teams will clash in Glendale, Arizona. We’ll be keeping a close eye out for any teasers in the coming weeks and months, and will bring you them here.

Out of interest, there are no rumours yet that it’ll be known as the i-Super Bowl Halftime Show!

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