The NFL has found the next sponsor of the Super Bowl tournament program.
Apple Music has been named the official sponsor of the annual music and pop culture event, succeeding Pepsi, which announced earlier this year that it would be relinquishing its role as presenter of the show. Pepsi has been a major sponsor of the midseason program for the past decade. Apple Music’s first Super Bowl halftime will take place on February 12, 2023 in Arizona, featuring TBD artists.
Last year’s show featured Dr. Dre, Kendrick Lamar, Snoop Dogg, Eminem, 50 Cent and Mary J. Blige. Past shows have seen some of the biggest names in music perform, from Beyonce and Prince to Justin Timberlake and Jennifer Lopez.
In fact, the show has become a much bigger event than the 12 or 15 minutes that make up a real musical performance. Halftime shows featuring Jennifer Lopez, Lady Gaga, Katy Perry and The Weeknd became the basis for documentaries about the lead-in, while Beyonce used her show to announced a global tour.
Indeed, an NFL source told The Hollywood Reporter last year that if Pepsi pulls out, the union hopes to find a new sponsor that can make the show “bigger, take different aspects of it, and make it stand out for 12 minutes.”