Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar will be headlining the Pepsi Super Bowl LVI Halftime Show at SoFi Stadium in Los Angeles. In total, the five artists combined have +350 million social media followers. Snoop Dogg leverages his followers with 16 brand partnerships, the most deals of the Halftime performers. Eminem leads the way in terms of total followers ranking #6 amongst Rap, Hip-Hop, and R&B Music Artists with +150 million followers. Followed by Snoop Dogg ranking #7 with +129 million followers.
As of now, Snoop will be featured in two Super Bowl commercials this coming Sunday during the big game. One of the Ads will feature Snoop and the other halftime performers in a Pepsi commercial. The second comes from his brand partner, Bic Lighters, starring himself and Martha Stewart. The partnership with Bic Lighters has developed co-branded content with Snoop which has allowed him create his own lighters featuring his image. According to the SponsorUnited platform, Snoop’s highest engaged post is currently from an Instagram post with Triller during the Jake Paul – Ben Askren fight which he announced live. Old El Paso, a tex-mex brand and Takis, the maker of a spicy tortilla chip, partnered with Snoop Dogg to create and showcase a new product that combines the Old El Paso taco shells with the Takis spicy tortilla chip. In multiple ads, Snoop is seen showcasing the new product on Instagram while in a Old El Paso truck.
On January 28th, Eminem and Peloton partnered to kick off The Peloton Eminem Artist Series with a special one-night boxing event. Members were able to join three live boxing classes to Eminem’s music followed by three more days of different types of exercises. Along with Peloton, Eminem has a partnership with Pepsi for the Halftime show as well as Nifty Gateway & Mitchell & Ness.