Apple Music replaces Pepsi as the sponsor of the Super Bowl halftime show [Now with updates]

Hands up who had Apple Music taking Pepsi’s spot? Me, neither. This is certainly a big jump from when Apple introduced that Mac with that one iconic Ridley Scott-produced commercial in 1984, innit?

Pepsi had been synonymous with the halftime show for years and years before announcing that they’d no longer be part of the festivities. Perhaps they just don’t think that the rumoured US$50 million pricetag was worth it anymore.

Tim Cook has that kind of cash in that weird little pocket that comes with jeans. What might Apple do? No clue, but we’ll find out when Super Bowl LVII happens on February 12, 2023. However, Apple has announced that it will put out “sneak peeks” on TikTok between now and then.

Will Apple Music have any say in who performs? You’d have to think so. But whoever performs, their name won’t be Taylor Swift. It’ll be Rihanna. Dr Dre already has some advice for her.

Whatever happens, it’ll be a wild branding opportunity for Apple with somewhere around 100 million people tuning in for those precious 12 minutes. Spotify and Amazon Music, Apple Music’s biggest competitors, will be watching closely.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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