Headliner and Performance Details
Rihanna was the main Super Bowl performer 2023 during the Pepsi Halftime Show at SoFi Stadium in Inglewood, California. The show aired live on February 12, 2023, and was produced by Jay-Z's Roc Nation in partnership with the NFL and Pepsi. The set list included hits such as "Umbrella," "We Found Love," and "Diamonds," with guest appearances by dancers and visual effects coordinated by a large creative team Forbes.
According to publicly available reports, the production involved dozens of trucks, custom lighting rigs, and a stage designed to fit within NFL and stadium safety requirements. The NFL did not pay Rihanna directly for the performance, but the deal included promotional obligations tied to Pepsi, which served as the halftime show sponsor NFL.com. The performance was broadcast to an average U.S. television audience of more than 115 million viewers, making it one of the most-watched halftime shows in recent years.
Production Costs and Sponsorship Structure
The Super Bowl performer 2023 production cost was covered primarily by Pepsi, which has served as the official halftime show sponsor since 2013. Industry estimates place the total cost of a major halftime show, including staging, talent coordination, and broadcast integration, in the range of $13 million to $15 million, though the NFL and sponsor share logistical expenses Forbes. The sponsor benefits from exclusive branding during the broadcast, including on-screen graphics and integration into NFL digital platforms.
Broadcast and Media Rights
Fox broadcast the Super Bowl LVII halftime show as part of its exclusive U.S. television rights package, which runs through the 2022 season. The broadcast included standard commercial breaks, but the halftime show itself is not sold as separate advertising inventory. Instead, the sponsor receives integrated brand exposure across the game and related digital content, which is valued as part of the overall media rights deal between the NFL and broadcast partners SEC EDGAR.
Economic Impact on Host City and Stakeholders
Super Bowl LVII generated an estimated $400 million to $600 million in total economic impact for the greater Los Angeles area, based on visitor spending, hotel occupancy, and local business activity. The host city and state leveraged the event to promote tourism and infrastructure visibility, while local hotels and restaurants reported elevated demand during the game weekend Forbes. The NFL's centralized revenue model distributes broadcast rights income across all 32 teams, which supports league-wide operations and player compensation structures.
Advertising and Sponsorship Revenue
Super Bowl advertising slots for Super Bowl LVII averaged around $7 million for a 30-second spot, reflecting continued demand from major consumer brands. The halftime show itself functions as a high-visibility marketing asset for the sponsor, with Pepsi using the platform to promote product lines and digital engagement campaigns. The combined effect of