The Super Bowl halftime show is arguably the biggest stage of the year as it offers the opportunity to reach an astounding number of eyeballs. The National Football League is well aware of this fact and that may help explain why the league is reportedly looking to make performers pay for the unparalleled exposure.
As it stands now, performers play completely free of charge. Of course, the added boost in buzz from performing in the international spotlight more than makes up for the lack of immediate financial compensation. But that incentive could be less alluring if the NFL gets its way.
According to the Wall Street Journal, the NFL has already approached the performers under consideration for the Super Bowl XLIX halftime show (Katy Perry, Rihanna and Coldplay) to allow the league to take a cut of their proceeds from tours commencing after the big game. Naturally, none of the performers were reportedly thrilled about the idea of sharing revenue with the NFL.
As Mike Florio of Pro Football Talk posits, perhaps the league is simply using this as a power ploy to get one of the performers to commit to playing. However, this could also be as simple as the league getting serious about searching out new streams of revenue. And it doesn't care who knows it.
On a related note, what is the market rate for exposure of this magnitude? Specifically, how much should a performer plan on coughing up if the NFL succeeds in its business plan?