While a record 126 million viewers tuned in to watch the Philadelphia Eagles trounce the Kansas City Chiefs to win Super Bowl LIX, it wasn’t the only NFL history made that evening. Hot on the heels of five wins at the 67th Annual Grammy Awards, Kendrick Lamar drew a staggering 133.5 million viewers with his halftime show—surpassing Michael Jackson’s long-standing record of 133.4 million viewers in 1993—to become the most watched halftime show ever. This achievement is already creating ripple effects across sponsorships, streaming, and social engagement. 

Super Bowl halftime show performances have long proven to be game changers for artists in terms of brand partnerships. Just as Lamar’s value is now skyrocketing after back-to-back career-defining moments—making him a highly sought-after brand ambassador for future top-tier endorsement opportunities—he’s just the latest artist to reap the rewards of headlining one of the top marketing opportunities in pro sports. Before his 2024 halftime show performance, Usher had just three sponsorship deals, which more than quintupled to 17 post-Super Bowl. Rihanna also saw an increase after her performance in 2023, taking her brand endorsements from four to seven.

As for Lamar, two brands—Cash App and Willy Chavarria—have already harnessed his fast-rising profile (a number that’s very likely to grow in the weeks and months ahead). His recent collaboration with fashion designer Chavarria for a limited-edition Super Bowl halftime collection (with proceeds benefiting the LA fires’ relief efforts) highlights how artists use the Super Bowl to amplify their brand partnerships. Meanwhile, SZA, who joined Lamar during the blockbuster show, currently partners with Mastercard and eyewear brand Quay, with other endorsement offers sure to follow. 
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Beyond their powerful impact on sponsorships, Super Bowl performances also drive massive spikes in music streaming. Stats from the last three halftime shows tell a compelling story:

• Usher (2024): 550% increase in Spotify streams following his performance.
• Rihanna (2023): 140% increase in official US on-demand streams after her set.
• Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar, and 50 Cent (2022): 
  
  • Dr. Dre saw a 185% increase in total Spotify streams
  • Mary J. Blige’s No More Drama surged 520%
  • The Next Episode by Dr. Dre and Snoop Dogg spiked 270%
  • Kendrick Lamar’s Alright increased 250% 

If history is any indication, Kendrick Lamar and SZA can bank on a major boost in streams along with more brand partnerships, reinforcing how the reach of mass-audience cultural events like the Super Bowl extend well beyond the game.

Super Bowl halftime show artists also see a sharp increase in social media engagement, further enhancing their value for brands. Lamar’s total followers currently number 43.8 million—a 12% increase over the past year—while SZA’s following grew 26% to 39.5 million over the same period. Given the Super Bowl’s global visibility, both artists can expect those numbers—along with their deal counts—to climb much higher.