It’s Game Time: What to Expect from Super Bowl Sunday's Halftime Show

SponsorPulse Staff
  • February 9, 2023
  • SponsorPulse Staff
Super Bowl halftime show
Ah, NFL Football. A tried and true American pastime.

The Super Bowl is the crown jewel of sponsorship opportunities. While the general public is evidently counting their sleeps before the big day, sponsorship marketers are equally invested in the event. From the iconic commercials, to the epic performances from athletes and artists alike, the Super Bowl is a thrilling event you don’t want to miss.

Here’s everything you need to know ahead of Super Bowl Sunday

Pepsi Passes the Mic

After 10 years of the iconic Pepsi Super Bowl Halftime Show, it was time for a lineup switch. With 116M+ U.S. viewers engaged with the musical performance in the past 12 months—it’s clear that the Halftime show is the most watched concert of the year. So which brand paid a reported $50M for the naming rights to the historic event? 

Enter: Apple. The tech-giant’s multi-year deal with the NFL signals its intention to surpass competitor Spotify in its drive to become the world's premier streaming service. Consumers are listening. When we compared key metrics among U.S. consumers aged 13-64 who’ve engaged with the momentous Halftime Show, our data displayed an opportunity 16% higher among those who use Apple Music. Even further, Apple Music listeners who engage with the Halftime Show are more likely to consider making a purchase from brand sponsors while also engaging with the show with more frequency and passion. 

Rihanna’s Return to the Stage

It’s comeback season. Last fall, after a lengthy hiatus from the music industry, Rihanna finally did what fans have been begging her to do for years—she released a new song. After spending the greater part of the decade focusing her efforts on her beauty and loungewear lines, she’s now emerging for the audience of a lifetime—the Apple Super Bowl Halftime Show.

When we surveyed US residents to find out which performers among those rumored to be taking the stage, Rih Rih came out on top. Not only are 90% of Americans aware of who she is, but 25% of those aware would also support the brands she partners with.

Sounds like a win.


Plus, she’s got the merch to prove it! The Super Bowl halftime performer’s latest Savage x Fenty drop, the “Game Day” collection, is aimed to get fans suited up for the show in custom branded jerseys and loungewear—an expertly played opportunity for the business-savvy artist. 

Take a Deep Dive with SponsorPulse

Whether you’re a sponsorship marketer, die-hard football fan, or just love to nerd out on data, SponsorPulse has the goods. Take a deep dive into the Halftime Show property data to strengthen your understanding of consumer perspectives ahead of the legendary event. 

Photo courtesy: Instagram / @badgalriri