A substitution at the Super Bowl: Apple Music replaces Pepsi

Besides being one of the most-watched sporting events of the year, the Super Bowl makes its mark every year with its stages and halftime shows. For brands, earning a place in this eagerly awaited event is a contest almost as fierce as the NFL itself… Following the departure of Pepsi, long-time sponsor of the halftime break, the NFL announced today that Apple Music is the new sponsor of the Super Bowl Halftime Show.

“We couldn’t think of a more fitting partner”

Commenting on the new partnership, NFL Senior Vice President Nana-Yaw Asamoah said the league was proud to welcome Apple Music to the NFL family as the new partner of the iconic Super Bowl Halftime Show. For the world’s most-watched music performance, he added, they couldn’t think of a more fitting partner than Apple Music, which entertains, inspires and motivates millions of people around the world at the intersection of music and technology.

“See you in February”

Apple Music announced its Super Bowl sponsorship on Twitter with a post titled “See you in February”.

See you in February. #SBLVII pic.twitter.com/XhaaYnvuk0

— Apple Music (@AppleMusic) September 23, 2022

Oliver Schusser, Vice President of Apple Music and Beats, said music and sport hold a special place in their hearts, which is why Apple Music is so excited to be part of the biggest stage in music and football. He added that they expect even more epic performances from the Apple Music Super Bowl Halftime Show next year and beyond.

The halftime break of Super Bowl LVII, to be played on Sunday 12 February 2023 in Glendale, Arizona, will be the first stage of Apple Music’s multi-year partnership with the Super Bowl…

What does it mean for brands?

• Sponsorship isn’t only about logo visibility; it is a storytelling opportunity in which a brand can put its own product at the centre of the stage. That is why a music platform sponsoring the world’s most-watched music performance is such a strong match.
• The right sponsorship needs a connection between the brand and the event that the audience can make on their own.