Pepsi, the event’s primary sponsor and one of the year’s biggest single TV audiences, will be replaced by Apple Music. In a prepared statement, Oliver Schusser, Apple’s vice president of Apple Music and Beats, said, “Music and sport hold a particular space in our hearts, and we’re pleased Apple Music will join music and football’s largest stage.”
Apple has recently become more interested in sports. Major League Baseball and Major League Soccer have agreements with Apple’s streaming service to transmit matches to customers. Traditional media firms like Fox, Disney, Paramount Global, and NBCUniversal have long held sports rights. However, technology companies like Amazon and Apple have been pushing harder for those rights to draw customers to their new broadband subscription-video service. On the other hand, Amazon has become a significant NFL Partner due to its ownership of the “Thursday Night Football” rights.
The Super Bowl LVI halftime show attracted more than 120 million viewers. Dr. Dre, Eminem, Mary J. Blige, Kendrick Lamar, and Mary J. Blige all performed on the show. These five musicians were performing on stage together for the first time. Shakira, Justin Timberlake, and Jennifer Lopez have all performed at halftime for Pepsi in the past. Shakira, Bruno Mars, Lady Gaga, and Katy Perry.
However, following a decade-long collaboration that saw the event evolve away from mostly rock singers like Bruce Springsteen and Tom Petty, Pepsi stated in May that it would no longer be the halftime show’s sponsor in 2022. Pepsi will instead focus on a new demographic that is preferred and appreciated by the younger generation that advertisers and the NFL are trying to attract. In addition, the NFL reportedly demanded much greater yearly sponsorship costs.
For many years, each halftime show was viewed as a unique occasion. A fresh sponsor would be added every year. Coca-Cola and Oscar Mayer were some of the program’s early sponsors. The tournament was first sponsored by E-Trade, an online brokerage, in 2000 and ran for three years.