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Super Bowl LVII will mark Apple's debut as the new sponsor of the Halftime Show, having replaced Pepsi.
The Super Bowl LVII set to take place on Sunday afternoon, February 12, will see the Kansas City Chiefs square up against the Philadelphia Eagles for the coveted Vince Lombardi at the State Farm Stadium in Glendale, Arizona.
Fans are gearing up for the annual showpiece that is is widely regarded as one of the most important sporting events of the year.
Fans will also witness the return of popstar and mogul Rihanna to the stage, as the Barbados native has since been confirmed as the headliner of the halftime show of Super Bowl LVII.
Rihanna's performance will mark Apple Music's debut as the new sponsor of the 57th edition of the Super Bowl Halftime Show, replacing former hosts Pepsi.
Why Pepsi no longer sponsors the Super Bowl halftime show
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Pepsi announced its withdrawal from the Halftime Show at the end of May 2022 through a statement issued on its social networks.
"After 10 years of iconic performances from the Pepsi Super Bowl Halftime Show, we've decided it's time to pass the microphone. Thank you to the amazing artists and fans who helped us create some amazing moments along the way. Now to the next stage... "the company said via Twitter.
However fans remain curious to know the real reasons the drinks company suddenly decided against not sponsoring one of the most important shows of the year.
The simple answer to that question is ‘Money’.
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The contract between Pepsi and the NFL came to an end after a ten-year agreement, with the soft drink company choosing not to renew the contract, as the league hoped to sign an agreement that would generate between $ 40 and $ 50 million dollars a year for the naming rights.
Pepsi was unwilling to commit that much money to the cause, despite being one of the league's preeminent sponsors and renewing a sponsorship deal with the league.
Pepsi's statement explains that its withdrawal is part of a "larger strategic shift to bring unprecedented music and entertainment experiences to fans -- where they are now, and where they will be in the future," per Adweek.
The emphasis on accessibility and future growth suggests that Pepsi might be focusing on a shift towards promoting music via Spotify, YouTube, TikTok, or other platforms that are less mainstream than the Super Bowl stage and more targeted toward younger audiences.
How much did Apple pay the NFL to sponsor the Super Bowl Halftime Show?
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Fortunately for the NFL, Apple came up with an offer of $50 million a year to sponsor the Super Bowl halftime show for the next five years.
According to Sports Business Journal’s Ben Fischer, that contract figure was "on the high end of what the NFL had been seeking when Pepsi left."
Apple should help the make the festivities much more immersive with probably secondary concerts, behind-the-scenes footage and even a docuseries could be in the works, helping spread the NFL's brand worldwide.
According to reports, the brand is also looking to add NFL Sunday Ticket to its portfolio, but no contract has been signed yet, however.
Who are the Past sponsors of the Super Bowl Halftime Show?
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The Super Bowl has long been one of the most talked-about events in major sports.
It’s no surprise the game's halftime show has been a much-coveted spot for advertising opportunities.
There has been a host of brands that have endorsed the halftime show since the turn of the century.
Coca-Cola did so in 1988 before Oscar Mayer in 1996, 1997.
In 2000, E-Trade inked a three-year deal with the league for the show in 2000, while Bridgestone won the endorsement slot for the much-discussed gig in 2008.
Prior to Apple’s endorsement this year, Pepsi had been the sponsors the Super Bowl Halftime Show for ten years.
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