Advertisement
Canada markets open in 2 hours 33 minutes

  • S&P/TSX

    21,885.38
    +11.66 (+0.05%)
     

  • S&P 500

    5,048.42
    -23.21 (-0.46%)
     

  • DOW

    38,085.80
    -375.12 (-0.98%)
     

  • CAD/USD

    0.7322
    -0.0001 (-0.02%)
     

  • CRUDE OIL

    84.14
    +0.57 (+0.68%)
     

  • Bitcoin CAD

    87,600.52
    +909.91 (+1.05%)
     

  • CMC Crypto 200

    1,389.32
    -7.22 (-0.52%)
     

  • GOLD FUTURES

    2,360.70
    +18.20 (+0.78%)
     

  • RUSSELL 2000

    1,981.12
    -14.31 (-0.72%)
     

  • 10-Yr Bond

    4.7060
    +0.0540 (+1.16%)
     

  • NASDAQ futures

    17,740.75
    +173.25 (+0.99%)
     

  • VOLATILITY

    15.64
    +0.27 (+1.76%)
     

  • FTSE

    8,114.89
    +36.03 (+0.45%)
     

  • NIKKEI 225

    37,934.76
    +306.28 (+0.81%)
     

  • CAD/EUR

    0.6821
    0.0000 (0.00%)
     

Apple Music Takes Over Pepsi as Presenter of Super Bowl Halftime Show

Tim Smith
·1 min read

(Bloomberg) -- Apple Music will become the title sponsor of the Super Bowl halftime show, taking over from PepsiCo Inc., which has had its name on the star-studded intermission program since 2013.

Apple Inc.’s sponsorship begins this season with Super Bowl LVII, which will be played in Arizona in February. The $2.5 trillion tech company may have paid as much as $50 million a year for the five-year deal, Sportico reported, without saying where it got the information.

The pricey sponsorship’s announcement also coincides with Apple’s bid for the rights to stream the NFL’s Sunday Night games. The company is considered the front-runner for the popular package of games, for which the league is seeking $2.5 billion, an increase of $1 billion over its current deal with DirecTV.

Apple has generally stayed away from sponsorships, which are primarily a marketing tactic. Apple Music sponsored the German football club FC Bayern Munich for at least two years last decade. But the firm does have a long history with the Super Bowl: It’s been running ads during the event since 1984, when it first introduced the Apple Macintosh personal computer.

ADVERTISEMENT

PepsiCo announced in May it was ending its 10-year sponsorship run. The Super Bowl, the National Football League’s annual season-ending championship, is among the most-watched sporting events in the world. More than 120 million viewers watched the halftime show in 2022, with total US viewers increasing 6% from the previous year.

More stories like this are available on bloomberg.com

©2022 Bloomberg L.P.