Billboard On The Record How The Super Bowl Halftime Show Comes to Life w/ Bozoma Saint John
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Feb 5, 2026 
Bozoma Saint John, a marketing exec who led music and brand deals at Pepsi, Apple Music and Uber. She pulls back the curtain on booking icons like Beyoncé and negotiating 360-degree halftime packages. She explains production logistics, sponsor dynamics, political risks and the tight choreography behind those 13 minutes.
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Convincing Beyoncé Was A Full Campaign
- Bozoma recounts persuading Beyoncé to do the Super Bowl while at Pepsi, leveraging prior relationships and cultural insight.
- The campaign included a billion Pepsi cans, commercials, and extensive promotional commitments beyond the 13-minute performance.
Halftime Is A Marketing Engine
- Bozoma explains artists often time releases and promotions around the halftime show because the 12–13 minute performance is a marketing engine.
- Artists negotiate brand support and production costs rather than large performance fees.
Sponsors Make Multi-Year Cultural Bets
- Title sponsorships are long-term strategic bets, not one-off buys; Pepsi's was a 10-year deal and leadership changes shift priorities.
- Apple Music fits naturally as a music-platform sponsor because it amplifies multiple artists and global promotion.