Apple Music Takes Super Bowl Halftime

• Apple Music will replace longtime sponsor Pepsi as the new official sponsor of the Super Bowl Halftime Show. The new multi-year partnership will debut at the upcoming “Big Game,” scheduled for Sunday, Feb. 12, 2023 on FOX. “We couldn’t think of a more appropriate partner for the world’s most-watched musical performance than Apple Music, a service that entertains, inspires and motivates millions of people around the world — through the intersection of music and technology,” said Nana-Yaw Asamoah, NFL SVP of Partner Strategy.

Oliver Schusser, VP of Apple Music and Beats, commented, “Music and sports hold a special place in our hearts, so we’re very excited Apple Music will be part of music and football’s biggest stage.” In the coming months, Apple Music intends to release additional details of its halftime show plans via its various social media channels.

In May, Pepsi announced it would no longer sponsor the Super Bowl Halftime Show following a decade-long run. As for why Pepsi walked away from one of the planet’s biggest moments of live television, Chief Marketing Officer Todd Kaplan recently told Adweek the decision to leave was part of a “much larger strategic shift to bring unique and unprecedented music and entertainment experiences to fans where they are now — and where we think they’re going to be in the future.”

Almost immediately after the Apple Music deal was announced, social media ignited with rumors that Taylor Swift would be the 2023 Halftime headliner…. Oh, and “Three sources close to the situation tell Variety that Taylor Swift will play the 2023 Super Bowl Halftime Show.” So now we wait…