The NFL has found the next presenting sponsor for Super Bowl halftime show.
Apple Music has been named the official sponsor of the annual music and pop culture event, succeeding Pepsi, which announced earlier this year that it would be relinquishing its role in presenting the show. Pepsi had been the main sponsor of the halftime show for the past decade. Apple Music’s first Super Bowl halftime show will take place Feb. 12, 2023 in Arizona, with artists still to be announced.
Last year’s show featured Dr. Dre, Kendrick Lamar, Snoop Dogg, Eminem, 50 Cent and Mary J. Blige perform. Past shows have seen some of the biggest names in music perform, from Beyonce and Prince to Justin Timberlake and Jennifer Lopez.
In fact, the show has become a much bigger event than the 12 or 15 minutes that make up the actual musical performance. The halftime shows with Jennifer Lopez, Lady Gaga, Katy Perry and The Weeknd have become the basis for documentaries about the run-up to the performance, while Beyonce used her show to announce a global tour.
In fact, an NFL source said The Hollywood Reporter last year that if Pepsi pulled out, the league hoped to find a new sponsor that could make the show “bigger, take different aspects of it and make it go way beyond the 12 minutes.”
This article was originally published by The Hollywood Reporter.