Pepsi no longer sponsors: Apple takes over NFL halftime show

Pepsi is no longer a sponsor
Apple resumes NFL halftime show

For ten years, Pepsi has been responsible for the musical entertainment of the Super Bowl. The drink maker turns the performances into a top-notch pop spectacle that grabs worldwide attention. It is now passing the scepter to Apple Music.

Big change on the sponsorship front: As announced by the American football league NFL, Apple Music is now replacing Pepsi as the sponsor of the Super Bowl halftime show. “Music and sport are very important to us, so we are very pleased that Apple Music is part of the larger stage for music and football,” said Oliver Schusser, vice president of the platform. music streaming Apple Music and headphone manufacturer. belonging to the bat group

They look forward to even more epic performances in the coming year and beyond. The official name becomes “Apple Music Super Bowl Halftime Show”.

The cooperation is the biggest exclamation point of a strategy that has been visible for months: Apple is pushing more and more into the sports market. For example, contracts have already been signed with the American football league MLS to broadcast matches via Apple TV in the future. The first Super Bowl with Apple as a halftime sponsor will take place on February 12, 2023 in Glendale, Arizona. In the meantime, Apple wants to give its followers a preview of the show’s ideas via Tiktok, Instagram, Twitter and Co.

About 800 million viewers worldwide watched the Super Bowl this year, about 120 million people in the United States alone. In the Pepsi-sponsored final half of 2022, Dr. Dre, Snoop Dogg, Eminem, Mary J. Blidge and Kendrick Lamar. It was already clear in May that Pepsi would pull out of the Super Bowl. The beverage maker has announced that it does not want to continue the decades-long cooperation with the NFL. The move from a more classic one-man performance at halftime in the final to a world-class pop spectacle of the extra class is mostly credited to Pepsi.

Among others, megastars like Lady Gaga, Shakira, Beyoncé, Jennifer Lopez, Justin Timberlake, Kate Perry or Bruno Mars performed at the Pepsi Super Bowl halftime show. Pepsi first sponsored the event in 2007, but was later replaced by tire manufacturer Bridgestone. The American company has been responsible for it without interruption since 2013.

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