Apple sponsors Super Bowl halftime shows

The NFL continues to modernize its partnerships by inking a deal with Apple to sponsor the Super Bowl halftime show.

On the night of February 13, 2022, what did 120 million people around the world have in common? They were all honored with a memorable one NFL Super Bowl halftime performance by music legends Dr. Dre, Snoop Dogg, Eminem, Mary J Blige and Kendrick Lamar. While this concert marked a reunion of sorts for many of these artists — and the ultimate nostalgia binge for ’90s kids — it also proved to be the end of an era.

After 10 years of sponsoring the Super Bowl halftime show, Pepsi was benched. So the NFL was looking for a new title sponsor for what is probably the most-watched 15-minute music event of any year.

As part of the search, the The NFL made it clear that they were looking for a different technology-focused brand to keep the league up to date. Amazon’s $1 billion Thursday Night Football deal is already showing positive results, like The Chiefs-Chargers game averaged over 13 million viewers.

On September 23, the NFL announced that that search for a new halftime partner was over. Apple signed a 5-year, $50 million deal to sponsor the event.

Super Bowl LVII 2023 will be held in Glendale, AZ, with the headliner to be named later. Although this hasn’t stopped speculation as to who might snag the mic this season.

While this new sponsorship deal may not change the immediate fan experience of the halftime show, aside from a few more Apple commercials to accompany the concert, this new deal does offer the opportunity to advertise across multiple social platforms. In his press release On Friday, the NFL said:

In the coming months, fans can expect exclusive details and previews leading up to the Apple Music Super Bowl Halftime Show by following @AppleMusic on TikTok, Instagram, and Twitter.

The NFL is capitalizing on this infusion of new technology and season-long commitment to bring the halftime show to an entirely new set of fans in this latest attempt to expand the game. Apple sponsors Super Bowl halftime shows

John Verrall

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