One of the most-watched events in the world will feature Apple as its new main sponsor. This year, 120 million people watched the Super Bowl halftime show.
The tech company Apple is increasingly focusing on sporting events. For one thing, the company is streaming more and more games of U.S. sports like baseball and American football via Apple TV+ – from 2023, the popular Sunday games could also be shown on Apple. Second, the Super Bowl halftime show will be sponsored by Apple instead of Pepsi starting next year. This halftime show is considered a mega-event and usually attracts over 100 million followers.
Super Bowl sponsorship: No financial details, but huge advertising potential for Apple
It is not yet clear how much money Apple will pay to be the main sponsor:in the halftime show. Apple Music has signed a multi-year deal with the National Football League (NFL). The final game for the NFL championship will take place in 2023 on February 12 in Glendale in the US state of Arizona.
The event, which is popular mainly in the U.S. but also worldwide – the halftime show always features world stars – offers Apple a huge branding platform. The company is currently trying to expand its revenue potential. Recently, the new iPhone 14 was introduced (as well as iOS 16), which should provide more revenue in the hardware area. Apple is also working more intensively on expanding its own advertising ecosystem. Advertising revenue is expected to increase significantly, which is why the company may introduce its own demand side platform, integrate ads into Apple Maps, and perhaps even bring ads to podcasts, Apple TV+, and other popular services in the future.
Exactly what the branding will look like during the Super Bowl has not yet been announced. Apple’s status as a love brand could be cemented by this cooperation.