In 2021, Pepsi first moved to heavily marketing the halftime show six weeks ahead of the Super Bowl. The company also ventured into filmmaking, working with Showtime to make a documentary about The Weeknd's halftime show, which generated a lot of social activity and memes, not all of it positive.

Pepsi did renew the sponsorship deal with the league, but the new deal does not include the company sponsoring the halftime show. Per Front Office Sports, Pepsi is reportedly wanting to dive into digital media for its upcoming projects. This is mainly due to a slight decrease in broadcast viewers.

The simple answer is money. The NFL was hoping to ink a deal that would net it between $40-$50 million per year for Super Bowl halftime show naming rights. Pepsi was unwilling to commit that much money to the cause.

Apple Music The last star of the Super Bowl Halftime Show, Dr. Dre, knows Apple Music well. Apple Music will replace Pepsi as the sponsor of the Super Bowl Halftime Show starting in 2023.

Brands can leverage the attention surrounding the event to reach their target audiences and drive awareness. Companies have taken advantage of the Halftime Show's reach to promote their products and services, while also creating memorable experiences for viewers.

Pepsi, which initially sponsored the halftime show for Super Bowl XLI in 2007, which featured Prince, launched its ten-year sponsorship of the mid-game performance in 2013.

ten-year Pepsi, which initially sponsored the halftime show for Super Bowl XLI in 2007, which featured Prince, launched its ten-year sponsorship of the mid-game performance in 2013.

Pepsi's ten seasons as halftime show sponsors saw a star-studded array of performers take to the stage over the years, including Beyonce, Coldplay, Bruno Mars, Katy Perry, Lady Gaga, Justin Timberlake, Maroon 5, Shakira, Jennifer Lopez, and The Weeknd.

The surprising truth is that halftime performers aren't paid to perform at the Super Bowl. Per league policy, the NFL covers all costs related to the production of the halftime show, but the talent doesn't take home a paycheck (although the NFL foots the bill for their travel expenses).

While it may come as a surprise to some, the truth is that Super Bowl halftime show performers don't get paid for their concerts. Instead, the NFL pays for all expenses associated with putting on the halftime show, including travel costs.

Usher Grammy-winning artist Usher is set to take the field at Las Vegas's Allegiant Stadium this February to headline the 2024 Super Bowl halftime show.

Late Thursday, the league announced at Apple Music will become the new presenting sponsor of the intermission period for the most-watched event on the annual TV calendar. According to Ben Fischer of Sports Business Journal, it's a five-year deal worth roughly $50 million per year.