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

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

Super Bowl picks Apple after Pepsi

Apple, the tech giant, threw itself into the center of February’s February event, knowing it would attract more eyes than ever, with the show attracting hundreds of millions of viewers from around the world. Gridiron fans are there year-round, following their team, but the Super Bowl attracts those with a passing interest once a year. And halftime shows an entirely different mix of demographics.

It was in May this year that the drinks company confirmed it would not continue its main sponsorship role, with the NFL pushing for increased payments. After a decade, the responsibility is handed over to Tim Cook’s team to work together.

When will Apple take over Pepsi’s Super Bowl halftime 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 that Apple Music will be part of music and football’s biggest stage,” he said. “We look forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

“More epic,” he says. This is a certain prediction given what we have seen in recent years. The most recent edition, Super Bowl LVI, is estimated to have drawn about 120 million via television and online. They watched the sensational, award-winning, world-first reunion of Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. Pepsi also entertained us between events with the likes of The Weeknd, Shakira, Jennifer Lopez, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry and Bruno Mars. Beat that, Apple!

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

“We couldn’t think of a better partner for the world’s most watched music 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 halftime show will be eagerly awaited, and we won’t be waiting long. Sunday, February 12, 2023 is the date when the two teams will meet in Glendale, Arizona. We’ll keep a close eye out for any teasers in the coming weeks and months and bring them to you here.

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