{"id":102065,"date":"2023-02-20T14:33:49","date_gmt":"2023-02-20T20:33:49","guid":{"rendered":"https:\/\/news.medill.northwestern.edu\/chicago\/?p=102065"},"modified":"2023-02-20T14:33:49","modified_gmt":"2023-02-20T20:33:49","slug":"super-bowl-halftime-show-features-partnership-with-history","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/","title":{"rendered":"Super Bowl halftime show features partnership with history"},"content":{"rendered":"

By Ayanna Bronner
\n<\/strong>Medill Reports<\/em><\/p>\n

GLENDALE, Ariz. \u2013 Apple and the NFL have a long history of advertising together.<\/span><\/p>\n

Since 1984, when Apple successfully released the first Macintosh commercial, the company has run Super Bowl commercials.<\/span><\/p>\n

In 1985, for Super Bowl XIX, Apple released \u201cLemmings\u201d to promote Macintosh Office.<\/span><\/p>\n

It was a miss, and the company stopped purchasing Super Bowl commercials for a long time.<\/span><\/p>\n

Apple came back in 1999 for Super Bowl XXXIII, featuring the brilliant HAL commercial, a computer from \u201c2001: A Space Odyssey.\u201d<\/span><\/p>\n

A final attempt at a commercial was made by Apple during Super Bowl XXXVIII in 2004.<\/span><\/p>\n

The commercial wasn\u2019t for the company, however. The partnership was technically between Pepsi and iTunes, their popular music streaming service at the time. With less than a year under its belt, iTunes received a lot of attention from this commercial, merely because of a design flaw in the caps of the Pepsi bottles.<\/span><\/p>\n

Customers found a way to boost their odds of getting a free song, which was supposed to be 1-in-3. It was discovered that tilting the bottle at a certain angle could determine whether it was a winner or not. Over five million free songs were given away through Pepsi\u2019s promotion, far fewer than the 100 million that might have been redeemed.<\/span><\/p>\n

One thing Pepsi got out of it, though, was becoming a halftime sponsor.<\/span><\/p>\n

But that changed for the latest Super Bowl \u2013 Pepsi decided to give up its possession of the halftime show. For Super Bowl LVII, Apple Music would direct, choose the artist and promote the \u201cmost-watched\u201d musical performance.<\/span><\/p>\n

Rihanna was announced to headline the Super Bowl halftime show two days after Apple Music was announced as the new official sponsor.<\/span><\/p>\n

Apple Music hit the ground running, becoming heavily involved in the production of the show, which was different from Pepsi\u2019s approach.\u00a0<\/span><\/p>\n

The soda-and-snacks company allowed the NFL to produce the show at its own discretion, according to Steve Brener, the president of Brener Zwikel & Associates, one of the nation\u2019s leading public relations firms.<\/span><\/p>\n

The partnership with the NFL will allow Apple Music to continue building its prominence by opening up a wider window of competition with streaming services that cater to sports fans.<\/span><\/p>\n

The NFL will receive $250 million from Apple over five years. If no unforeseen circumstances arise, Apple Music will not see a dent since its expected to reach 110 million subscribers by 2025, according to J.P. Morgan.<\/span><\/p>\n

The exposure alone increased Rihanna\u2019s streaming rates, even though she didn\u2019t get paid for performing.<\/span><\/p>\n

In Appleland, Rihanna\u2019s listeners increased by 331%. \u201cUmbrella\u201d re-entered the top song charts in 105 countries, a new record for the 16-year-old song. \u201cWe Found Love\u201d charted in 92 countries, and \u201cWork\u201d charted in 50 countries.<\/span><\/p>\n

In an effort to capitalize on the situation, Rihanna\u2019s brand Fenty Beauty immediately reminded fans on social media that the \u201cMVP\u201d lipstick, which was used by the singer on stage, was available for purchase during the performance, along with sports bras, boxers and mesh tank tops.<\/span><\/p>\n

\"Rihanna
Rihanna speaks about her journey to the Super Bowl stage. (Ayanna Bronner\/MEDILL)<\/figcaption><\/figure>\n

Apple Music\u2019s Nadeska Alexis spoke with Rihanna Feb. 9 about the 13-minute halftime show that celebrated her catalog.\u00a0<\/span><\/p>\n

\u201cMusically, I\u2019m feeling open,\u201d Rihanna said. \u201cI’m feeling open to exploring, discovering (and) creating things that are new, things that are different, things that are off \u2014 weird \u2014 (and)\u00a0 might not ever make sense to my fans. I just want to have fun with music. That\u2019s one of my main things \u2014 I promised myself that I would have fun.\u201d<\/span><\/p>\n

For Rihanna, the show was important because she incorporated Caribbean culture.<\/span><\/p>\n

\u201cRepresentation,\u201d Rihanna said. \u201cRepresenting for immigrants, representing for my country, Barbados, representing for Black women everywhere. I think that\u2019s really important. That\u2019s key for people to see the possibilities. I’m honored to be here. I’m honored to be doing this this year.\u201d<\/span><\/p>\n

Similarly to Apple Music, the Oscar-nominated performer was heavily involved in her show. \u201cAll of the Lights\u201d even began with Rihanna promoting Fenty Beauty on the stage.<\/span><\/p>\n

\u201cIf it flops or it flies, my name has to stand by that,\u201d Rihanna said.<\/span><\/p>\n

It surely flew. Twitter erupted when her red flight suit revealed a pregnant belly as she rubbed her stomach on stage.<\/span><\/p>\n

As a mother, Rihanna was excited to be able to create a legacy for her son, and unborn baby, and to perform a jam-packed concert on the biggest stage.<\/span><\/p>\n

\u201cIt feels like it could\u2019ve only been now,\u201d Rihanna said. \u201cWhen you become a mom, there\u2019s something that just happens where you feel like you can take on the world, you can do anything, and the Super Bowl is one of the biggest stages in the world, so as scary as that was, because I haven\u2019t been on stage in seven years, there\u2019s something exhilarating about the challenge of it all. It\u2019s important for me to do this this year. It\u2019s important for representation. It\u2019s important for my son to see that.\u201d\u00a0\u00a0<\/span><\/p>\n

Ayanna Bronner is a sports media graduate student at Medill. You can connect with her on <\/span><\/i>Twitter<\/span><\/i><\/a> and <\/span><\/i>LinkedIn<\/span><\/i><\/a>.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

By Ayanna Bronner Medill Reports GLENDALE, Ariz. \u2013 Apple and the NFL have a long history of advertising together. Since 1984, when Apple successfully released the first Macintosh commercial, the company has run Super Bowl commercials. In 1985, for Super Bowl XIX, Apple released \u201cLemmings\u201d to promote Macintosh Office. It was a miss, and the […]<\/p>\n","protected":false},"author":898,"featured_media":102074,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5348,31,5349,5339],"tags":[],"class_list":["post-102065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medill-explores-2023","category-sports","category-super-bowl-lvii","category-winter-2023"],"yoast_head":"\nSuper Bowl halftime show features partnership with history - Medill Reports Chicago<\/title>\n<meta name=\"description\" content=\"By Ayanna Bronner Medill Reports GLENDALE, Ariz. \u2013 Apple and the NFL have a long history of advertising together. Since 1984, when Apple successfully released the first Macintosh commercial, the company has run Super Bowl commercials.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Super Bowl halftime show features partnership with history - Medill Reports Chicago\" \/>\n<meta property=\"og:description\" content=\"By Ayanna Bronner Medill Reports GLENDALE, Ariz. \u2013 Apple and the NFL have a long history of advertising together. Since 1984, when Apple successfully released the first Macintosh commercial, the company has run Super Bowl commercials.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/\" \/>\n<meta property=\"og:site_name\" content=\"Medill Reports Chicago\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-20T20:33:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2023\/02\/1F91C27D-182E-4E06-8301-65BBA707E2E0.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1536\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"ayannabronner2023\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"ayannabronner2023\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/\",\"url\":\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/\",\"name\":\"Super Bowl halftime show features partnership with history - Medill Reports Chicago\",\"isPartOf\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2023\/02\/1F91C27D-182E-4E06-8301-65BBA707E2E0.jpeg\",\"datePublished\":\"2023-02-20T20:33:49+00:00\",\"author\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/#\/schema\/person\/ea7f084027795f72dc077744708a8e4a\"},\"description\":\"By Ayanna Bronner Medill Reports GLENDALE, Ariz. \u2013 Apple and the NFL have a long history of advertising together. Since 1984, when Apple successfully released the first Macintosh commercial, the company has run Super Bowl commercials.\",\"breadcrumb\":{\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#primaryimage\",\"url\":\"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2023\/02\/1F91C27D-182E-4E06-8301-65BBA707E2E0.jpeg\",\"contentUrl\":\"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2023\/02\/1F91C27D-182E-4E06-8301-65BBA707E2E0.jpeg\",\"width\":2048,\"height\":1536,\"caption\":\"Rihanna sits down with Nadeska Alexis, a music journalist, at the halftime show news conference on Feb. 9. (Ayanna Bronner\/MEDILL)\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/news.medill.northwestern.edu\/chicago\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Super Bowl halftime show features partnership with history\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/#website\",\"url\":\"https:\/\/news.medill.northwestern.edu\/chicago\/\",\"name\":\"Medill Reports Chicago\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/news.medill.northwestern.edu\/chicago\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/#\/schema\/person\/ea7f084027795f72dc077744708a8e4a\",\"name\":\"ayannabronner2023\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/news.medill.northwestern.edu\/chicago\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/cc7ae3fa5bdcf6a8ff299bbd5a14a718b864e20cd36921eb0a6e8e5295c84cdd?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/cc7ae3fa5bdcf6a8ff299bbd5a14a718b864e20cd36921eb0a6e8e5295c84cdd?s=96&d=mm&r=g\",\"caption\":\"ayannabronner2023\"},\"url\":\"https:\/\/news.medill.northwestern.edu\/chicago\/author\/ayannabronner2023\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Super Bowl halftime show features partnership with history - Medill Reports Chicago","description":"By Ayanna Bronner Medill Reports GLENDALE, Ariz. \u2013 Apple and the NFL have a long history of advertising together. Since 1984, when Apple successfully released the first Macintosh commercial, the company has run Super Bowl commercials.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/","og_locale":"en_US","og_type":"article","og_title":"Super Bowl halftime show features partnership with history - Medill Reports Chicago","og_description":"By Ayanna Bronner Medill Reports GLENDALE, Ariz. \u2013 Apple and the NFL have a long history of advertising together. Since 1984, when Apple successfully released the first Macintosh commercial, the company has run Super Bowl commercials.","og_url":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/","og_site_name":"Medill Reports Chicago","article_published_time":"2023-02-20T20:33:49+00:00","og_image":[{"width":2048,"height":1536,"url":"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2023\/02\/1F91C27D-182E-4E06-8301-65BBA707E2E0.jpeg","type":"image\/jpeg"}],"author":"ayannabronner2023","twitter_card":"summary_large_image","twitter_misc":{"Written by":"ayannabronner2023","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/","url":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/","name":"Super Bowl halftime show features partnership with history - Medill Reports Chicago","isPartOf":{"@id":"https:\/\/news.medill.northwestern.edu\/chicago\/#website"},"primaryImageOfPage":{"@id":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#primaryimage"},"image":{"@id":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#primaryimage"},"thumbnailUrl":"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2023\/02\/1F91C27D-182E-4E06-8301-65BBA707E2E0.jpeg","datePublished":"2023-02-20T20:33:49+00:00","author":{"@id":"https:\/\/news.medill.northwestern.edu\/chicago\/#\/schema\/person\/ea7f084027795f72dc077744708a8e4a"},"description":"By Ayanna Bronner Medill Reports GLENDALE, Ariz. \u2013 Apple and the NFL have a long history of advertising together. Since 1984, when Apple successfully released the first Macintosh commercial, the company has run Super Bowl commercials.","breadcrumb":{"@id":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#primaryimage","url":"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2023\/02\/1F91C27D-182E-4E06-8301-65BBA707E2E0.jpeg","contentUrl":"https:\/\/s3.amazonaws.com\/medill.wordpress.offload\/wp-media-folder-medill-reports-chicago\/wp-content\/uploads\/sites\/3\/2023\/02\/1F91C27D-182E-4E06-8301-65BBA707E2E0.jpeg","width":2048,"height":1536,"caption":"Rihanna sits down with Nadeska Alexis, a music journalist, at the halftime show news conference on Feb. 9. (Ayanna Bronner\/MEDILL)"},{"@type":"BreadcrumbList","@id":"https:\/\/news.medill.northwestern.edu\/chicago\/super-bowl-halftime-show-features-partnership-with-history\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/news.medill.northwestern.edu\/chicago\/"},{"@type":"ListItem","position":2,"name":"Super Bowl halftime show features partnership with history"}]},{"@type":"WebSite","@id":"https:\/\/news.medill.northwestern.edu\/chicago\/#website","url":"https:\/\/news.medill.northwestern.edu\/chicago\/","name":"Medill Reports Chicago","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/news.medill.northwestern.edu\/chicago\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/news.medill.northwestern.edu\/chicago\/#\/schema\/person\/ea7f084027795f72dc077744708a8e4a","name":"ayannabronner2023","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/news.medill.northwestern.edu\/chicago\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/cc7ae3fa5bdcf6a8ff299bbd5a14a718b864e20cd36921eb0a6e8e5295c84cdd?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/cc7ae3fa5bdcf6a8ff299bbd5a14a718b864e20cd36921eb0a6e8e5295c84cdd?s=96&d=mm&r=g","caption":"ayannabronner2023"},"url":"https:\/\/news.medill.northwestern.edu\/chicago\/author\/ayannabronner2023\/"}]}},"_links":{"self":[{"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/posts\/102065","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/users\/898"}],"replies":[{"embeddable":true,"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/comments?post=102065"}],"version-history":[{"count":6,"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/posts\/102065\/revisions"}],"predecessor-version":[{"id":102106,"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/posts\/102065\/revisions\/102106"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/media\/102074"}],"wp:attachment":[{"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/media?parent=102065"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/categories?post=102065"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.medill.northwestern.edu\/chicago\/wp-json\/wp\/v2\/tags?post=102065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}