Pepsi no longer sponsor: Apple takes over NFL Halftime Show

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Pepsi no longer a sponsor
Apple takes over rest NFL show

For ten years, Pepsi has been responsible for musical entertainment at the Super Bowl. The drinks manufacturer turns the performances into a top-class pop spectacle that attracts worldwide attention. Now he passes the scepter to Apple Music.

Major sponsorship change: As the NFL football league announces, Apple Music is now replacing Pepsi as sponsor for the Super Bowl halftime show. “Music and sports are very important to us, so we are very excited that Apple Music will be part of the biggest stage for music and football,” said Oliver Schusser, vice president of music streaming platform Apple Music and the manufacturer of headphones belonging to the group beats

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

The collaboration is the biggest exclamation point in a strategy that has been visible for months: Apple is increasingly pushing itself into the sports market. For example, contracts have already been signed with the American football league MLS to broadcast the 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. Meanwhile, Apple wants to give its followers insight into the ideas for the show via Tiktok, Instagram, Twitter and Co.

About 800 million viewers worldwide watched the Super Bowl this year, about 120 million people in the US alone. During the last Pepsi-sponsored halftime show in 2022, Dr. Dre, Snoop Dogg, Eminem, Mary J. Blidge and Kendrick Lamar. In May, it was already clear that Pepsi would withdraw from the Super Bowl. The beverage manufacturer said it did not want to continue its decades-long partnership with the NFL. The change from a more classic performance by an artist in the halftime of the final to a world-famous pop spectacle of the extra class is mainly attributed to Pepsi.

Megastars such as Lady Gaga, Shakira, Beyoncé, Jennifer Lopez, Justin Timberlake, Kate Perry and Bruno Mars performed during Pepsi’s Super Bowl halftime shows. Pepsi first sponsored the event in 2007, but was then replaced by tire manufacturer Bridgestone. The American company has been continuously responsible since 2013.

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