Apple Music Super Bowl Halftime Show: History of the Sponsorship
Apple Music became the official Super Bowl Halftime Show sponsor in 2023, replacing Pepsi. Here is the complete history of the sponsorship deal and how it has changed the halftime show.
Business Correspondent
Apple Music became the naming rights sponsor of the Super Bowl Halftime Show beginning with Super Bowl LVII in February 2023, ending Pepsi's 10-year run as the official halftime show sponsor. The Apple Music partnership has brought significant production resources, a streaming-first promotional approach, and a renewed cultural ambition to the halftime show.
The End of Pepsi's Sponsorship
Pepsi sponsored the Super Bowl Halftime Show from 2013 to 2022 — a 10-year run that coincided with some of the greatest performances in halftime show history. Beyoncé (2013), Bruno Mars (2014), Katy Perry (2015), Coldplay (2016), Lady Gaga (2017), Justin Timberlake (2018), Maroon 5 (2019), Jennifer Lopez and Shakira (2020), The Weeknd (2021), and Dr. Dre and Snoop Dogg (2022) all performed under the Pepsi banner.
Apple Music Takes Over
The Apple Music deal was announced in September 2022. Financial terms were not disclosed, but industry analysts estimated the deal at $50+ million annually — significantly more than Pepsi's arrangement. Apple Music's involvement brought immediate promotional benefits: each halftime show performer's catalog was prominently featured on the platform in the weeks surrounding the game, and Apple invested heavily in promotional content and behind-the-scenes access.
The Apple Music Era Performers
Apple Music Super Bowl Halftime Shows: Rihanna (Super Bowl LVII, 2023), Usher (Super Bowl LVIII, 2024), Kendrick Lamar (Super Bowl LIX, 2025). The Apple Music era has produced three of the most culturally significant halftime shows in recent memory.
The Future
Apple Music's deal is expected to continue through the late 2020s. For the complete history of every halftime show, see our best Super Bowl halftime shows guide and our Super Bowl halftime show hub.
Key Takeaways
- Super Bowl 2027 is scheduled for February 2027
- The Philadelphia Eagles are the defending champions (Super Bowl LIX, 2025)
- The Super Bowl draws 115–130 million viewers annually in the US
- A 30-second commercial spot costs approximately $6.5–7 million
- Tom Brady holds the record with 7 Super Bowl victories
Frequently Asked Questions
Super Bowl 2027 is scheduled for the first Sunday of February 2027. The exact date has not yet been officially confirmed by the NFL, but it is expected to fall on February 2 or February 9, 2027.
Sarah Chen
Business CorrespondentSports business journalist, advertising industry analyst
Sarah Chen covers the business side of the Super Bowl including commercials, sponsorships, and the massive economic impact the game generates each year.
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