https://www.hollywoodreporter.com/tv/tv-news/pepsi-super-bowl-halftime-show-new-nfl-sponsor-1235153393

Pepsi will focus its NFL marketing in other areas. Meanwhile, a source tells The Hollywood Reporter the NFL is already in talks with potential new sponsors, as it seeks a halftime show partner that can make the event “bigger, taking different aspects of it and making it stand way outside of the 12 minutes."

Amazon is the odds-on favorite to replace Pepsi as Super Bowl sponsor (https://www.billboard.com/pro/super-bowl-halftime-show-sponsor-deal-candidates/)

The retail giant has the money to pay for the $50 million cost of sponsoring the annual halftime show.

Apple Music will be the new sponsor of the Super Bowl halftime show (https://apnews.com/71bbedfb1569cea96fcf97661988da84#:~:text=NEW%20YORK%20(AP)%20%E2%80%94%20Apple,for%20the%20past%2010%20years.), the NFL announced early Friday morning. The multi-year sponsorship will begin with this season's Super Bowl on Feb. 12 in Glendale, Arizona. Apple Music replaces Pepsi (https://deadline.com/2022/09/nfl-apple-music-super-bowl-halftime-show-sponsor-1235125387/), which sponsored the show (https://www.billboard.com/business/business-news/super-bowl-halftime-sponsor-apple-music-1235143534/) for the past 10 years.