logo
What the Super Bowl halftime show and success of F1: The Movie prove about the amalgamation of sport, fashion, music and entertainment

What the Super Bowl halftime show and success of F1: The Movie prove about the amalgamation of sport, fashion, music and entertainment

Indian Express7 days ago
In early May, Spanish football giants Barcelona unveiled a striking collaboration with Travis Scott, releasing limited-edition jerseys featuring the American rapper's Cactus Jack logo for the El Clásico clash. Only 1,899 units priced at €399.99 and 22 signed jerseys at €2,999.99 were released. The kits were sold out within half an hour, earning Barcelona over €1.5 million.
Resale prices surged, with home jerseys traded at $2,000–3,000, while away versions ranged between $1,600 and 2,000. This was in comparison to a standard FC Barcelona Dri-FIT match jersey, which retails at around €195 or even less on Indian platforms.
The collaboration allowed Barcelona to tap into Scott's global fanbase and build a narrative that went beyond football. It also introduced the artist to a new segment of fans and generated substantial media coverage for both parties. Such partnerships are not only about merchandise, they are about integrating entertainment and fashion into sports ecosystems.
In recent years, the Super Bowl halftime show has increasingly become the centre of attention, often overshadowing the game itself. This year, on February 9, Super Bowl LIX featured Kendrick Lamar as its halftime headliner, drawing 133.5 million viewers — surpassing the game's average viewership of 127.7 million, itself a record for a Super Bowl. The halftime viewership peaked at 137.7 million and surpassed Michael Jackson's 1993 record of 129.3 million.
Lamar's performance led to an immediate 175 percent spike in Spotify streams, with the 'Not Like Us' song alone resulting in an increase of 430 percent. Within 24 hours, Lamar became the most-streamed global artist, while singer-songwriter SZA reached No. 2 in the US charts.
The amalgamation of sports, fashion and music is no longer a trend, but a calculated use of power in today's cultural landscape. What was once a clear distinction between athletes, musicians, and designers has now transformed into a permeable space where collaborations are not just common, but expected. From stadiums to streaming platforms, from limited-edition sneakers to halftime performances, the convergence of these industries is reshaping how audiences engage with sport, not merely as spectators, but as consumers of a broader cultural experience.
This shift is especially evident at major global events and high-profile collaborations, where music, artists and fashion labels now play a central role in the branding and marketing of sports.
While the Super Bowl highlights this connection in American football, a similar relationship has long existed between basketball and fashion, particularly through the sneaker culture. The Air Jordan brand, introduced by Nike in 1985, revolutionised the way basketball merchandise was perceived. No longer just sportswear, Air Jordans became desirable fashion items. Since its creation, the brand has sold over 130 million pairs of shoes and has generated over $3.1 billion in revenue.
Beyond initial sales, the resale market for Jordans has created a parallel economy, valued in billions of dollars. Certain models, such as the Jordan 1, 4, and 11, continue to be popular across generations. This evolution has expanded the sport's appeal to audiences who may not be traditional basketball fans, with sneakers acting as a way to get interested in the sport itself.
Scott's entry into sneaker culture is another example of this cultural synergy. His 2017 Air Jordan 4 'Cactus Jack', released before his Astroworld breakout, and subsequent Air Jordan 1 and 6 models, became market sensations. Scott's AJ1 Retro High is now StockX's eighth best-selling AJ1, trading at an average $1,093, representing a 524 percent premium over retail, and totalling over 21,000 trades. The AJ1 Low averaged $776 resale (499 percent premium), while the AJ6 Retro averaged $1,279 with a 412 percent premium. These figures far exceed typical sneaker collaborations, confirming Scott's pull in merging music, fashion and the sport culture.
Another representation of this convergence is the Apple-produced film F1: The Movie, which released on June 27. With a production and distribution budget exceeding $250 million, it has grossed $397.6 million globally, making it Apple's first major theatrical success. Its marketing featured brand tie-ins with companies like IWC Schaffhausen, Tommy Hilfiger, GEICO, and EA Sports, together contributing at least $40 million in sponsorship value.
Apple's renewed interest prompted it to bid over $150 million annually for US Formula 1 streaming rights starting 2026, outbidding ESPN. F1's US television audience has more than doubled since 2018, now averaging 1.3 million viewers per race, a growth accelerated by the documentary 'Drive to Survive' and the new film.
These examples point to a broader shift in how sport is consumed and marketed. Increasingly, sporting events serve as launchpads for artists, designers and brands. The appeal of sport is no longer limited to the game itself; it extends to what surrounds it such as music performances, clothing releases, and digital engagement. Artists gain exposure to large audiences, brands benefit from association with cultural icons, and sports organisations attract viewers who may not have previously followed the game. This model benefits all stakeholders and reflects the growing convergence of entertainment sectors.
The idea of a sports fan is also evolving. Today's fans are more likely to engage with sport through fashion, music, and digital platforms than through traditional forms of viewership. Owning a jersey or a pair of limited-edition sneakers is now a way of signalling interest and allegiance, even among those who may not watch matches regularly. This shift is particularly evident among younger audiences, who often consume sports content through short clips, social media posts, and merchandise drops, rather than live broadcasts.
As the landscape continues to evolve, such cross-industry partnerships will likely become more common, reinforcing the idea that sport today is not just about competition; it is also about culture, community, and commerce.
(The writer is an intern with The Indian Express)
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Saiyaara title track becomes first Indian song to top Spotify Global chart
Saiyaara title track becomes first Indian song to top Spotify Global chart

Business Standard

time27 minutes ago

  • Business Standard

Saiyaara title track becomes first Indian song to top Spotify Global chart

For the first time, Yash Raj Films and Mohit Suri, both renowned for crafting timeless love stories, collaborate on the hit romantic drama 'Saiyaara'. Featuring fresh actors Ahaan Panday and Aneet Padda, the movie is ruling the hearts of millions. With chartbusters like Saiyaara Title Track by Faheem-Arslan, "Barbaad" by Jubin Nautiyal, "Tum Ho Toh" by Vishal Mishra, "Humsafar" by Sachet-Parampara, and "Dhun" by Arijit Singh and Mithoon, Saiyaara has emerged as the most celebrated Bollywood album of 2025. On top of the world… and it's all because of you. ❤️ #SaiyaaraTitleSong is the No 1 track on Viral 50 Global chart on Spotify ✨ #Saiyaara in cinemas now. Book your tickets - | #AhaanPanday #AneetPadda | @mohit11481 |… — Yash Raj Films (@yrf) July 27, 2025 Saiyaara vs other albums Mohit Suri's Saiyaara is rewriting records and redefining romance at the box office. Not only has it emerged as the biggest opening for a Bollywood love story, but it's also taking the global music scene by storm—leapfrogging past BLACKPINK and Justin Bieber on Spotify. With its title track topping Spotify's Global Viral 50 chart, Saiyaara has become the first Indian song ever to achieve this feat, making waves far beyond cinema halls and into international playlists. A significant moment for Indian music on the global scene, the Saiyaara title track, which was sung by Faheem Abdullah and created by Tanishk Bagchi, has surpassed international music heavyweights like Justin Bieber, Billie Eilish, Lady Gaga, Bruno Mars, BLACKPINK, and Sabrina Carpenter. In addition to the title track, the album includes the tracks like Dhun by Mithoon and Arijit Singh, Saiyaara (Reprise) by Arijit Singh and Shreya Ghoshal, Barbaad (Reprise) by Jubin Nautiyal and Shilpa Rao, and Tum Ho Toh by Vishal Mishra. Tanishk Bagchi wrote in a post on Instagram: "We did it. Saiyaara is now #1 on Global Viral Spotify. This moment belongs to every heartbeat behind the song. Thank you to Mohit Suri sir, the man with the vision. Irshad bhai, for penning words that pierced hearts. Arsalan & Faheem, your music and your voice brought the sky closer. YRF, for backing us with belief. And to every listener, every sharer, every dreamer — this is yours too. Indian music isn't rising. It's already flying. Saiyaara is the proof," he concluded. Saiyaara's box office collection As Saiyaara the song conquers global streaming charts, Saiyaara the film is shattering box office records back home. The romantic drama has raked in enormous box office collections since the day of its release. The movie reportedly made Rs 21 crore on its first day of release and more than Rs 100 crore in the first four days. Saiyaara has made a total of Rs 247.25 crore at home so far. Its chart-topping music, which has now utterly dominated Spotify India's Top 10, is largely responsible for its success. All About 'Saiyaara' On July 18, Mohit Suri's film 'Saiyaara' was released in theaters. The movie centers on Krish Kapoor, who aspires to be the biggest singing sensation, and Vaani Batra, who aspires to be a journalist. They fall deeply in love with one another once their worlds collide. But there are some challenges in their love story. Saiyaara is about the power of love to overcome obstacles. Ahaan Panday is introduced as a YRF hero in the movie. As the new YRF heroine, the studio has hand-picked Aneet Padda, who won hearts with her outstanding performance in the highly acclaimed series Big Girls Do not Cry.

Beyonce reunites with Destinys Child during final Cowboy Carter show in Las Vegas
Beyonce reunites with Destinys Child during final Cowboy Carter show in Las Vegas

Mint

timean hour ago

  • Mint

Beyonce reunites with Destinys Child during final Cowboy Carter show in Las Vegas

Washington DC [US], July 28 (ANI): American girl group Destiny's Child reunited onstage with Beyonce during her final "Cowboy Carter" concert in Las Vegas. Beyonce surprised fans by reuniting onstage with former group members Kelly Rowland and Michelle Williams, marking their first performance together in seven years, reported Billboard. "Destiny's Child..!" Bey shouted to a roaring crowd after briefly disappearing from the stage, then returning with Rowland and Williams as their hit "Independent Women" began to play. The surprise reunion arrived during the Renaissance segment of the show, as the trio kicked off a medley of iconic hits with their 2004 hit "Lose My Breath," a song they hadn't performed together since Beyonce's Coachella headlining sets in 2018. They followed with Bey's 2022 Renaissance track "Energy" before closing with Destiny's Child 2001 anthem "Bootylicious," marking the first time the three-piece had performed the hit live since their appearance at Beyonce's Super Bowl Halftime Show in 2013, according to Billboard. After the show, Beyonce posted a picture on Instagram of herself beaming onstage with Rowland and Williams by her side. Rowland and Williams both shared images from the famous event on their Instagram feeds. Destiny's Child has established itself as one of the most successful and influential female groups in music history, beginning with their 1997 debut. Although the trio officially disbanded in 2006, they reunited for high-profile performances at the 2013 Super Bowl and Beyonce's Coachella headline show in 2018. The trio also reunited offstage in 2023, when former members LaTavia Roberson and LeToya Luckett shared backstage images at Beyonce's Renaissance World Tour. Throughout their chart-topping career, Destiny's Child has earned 10 top 10 hits on the Billboard Hot 100 chart, including four No. 1 singles: "Say My Name" (three weeks), "Independent Women, Part I" (11 weeks), "Bills, Bills, Bills" (one week), and "Bootylicious" (two weeks). On the Billboard 200, the group landed four top 10 albums, including the No. 1s Survivor (two weeks) and #1's (one week), according to Billboard. Destiny's Child, Beyonce's final Cowboy Carter Tour featured surprise appearances from Shaboozey -- who joined her for a medley of "Sweet Honey Buckiin'," "Pure/Honey," and "Summer Renaissance" -- and her husband, Jay-Z, who performed "N--s in Paris" solo and teamed up with Beyonce for "Crazy in Love," as per the outlet. "Don't ever ask permission for something that already belongs to you," Beyonce told the audience near the end of Saturday's show, according to Rolling Stone. "God bless you, drive home safe, thank you for tonight! Thank you to everyone who worked so hard to make this a reality. I'm so deeply grateful." Kris Jenner, Khloe Kardashian, Tyler Perry, and Oprah Winfrey attended the show. Bey's tour concluded after a series of high-profile stops in Los Angeles, Chicago, New York, London, Paris, Houston, Washington, D.C., Atlanta, and Las Vegas, reported Billboard. (ANI)

The Gilded Age season 3 full release schedule: When and where to watch Carrie Coon & Morgan Spector's show
The Gilded Age season 3 full release schedule: When and where to watch Carrie Coon & Morgan Spector's show

Time of India

timean hour ago

  • Time of India

The Gilded Age season 3 full release schedule: When and where to watch Carrie Coon & Morgan Spector's show

The Gilded Age season 3 full release schedule: Season 3 of The Gilded Age is here and it has brought back the glamour, drama, and more of 19th-century New York's high society. With Carrie Coon and Morgan Spector returning to their roles, the series is set to further explore the tension between traditional wealth and rising fortunes. Here's a complete guide on the release schedule and viewing details. What is The Gilded Age about? The show centers on Marian Brook, a young woman navigating the strict social world of New York City in 1882. She finds herself caught in the daily tensions between her old money van Rhijn-Brook family and their new money neighbors, the Russells, who live just across 61st Street near Fifth Avenue on the Upper East Side. The series delves into the dynamics between industrial-era wealth, inherited fortunes, the African-American elite, and the domestic staff who serve all three social classes. The Gilded Age season 3 full release schedule Episode 1 - June 22 Episode 2 - June 29 Episode 3 - July 6 Episode 4 - July 13 Episode 5 - July 20 Episode 6 - July 27 Episode 7 - August 3 Episode 8 - August 10 Meet The Gilded Age season 3 cast Season 3 of The Gilded Age brings back the core cast from the first two seasons, featuring Carrie Coon, Christine Baranski, Cynthia Nixon, Morgan Spector, Louisa Jacobson, Denée Benton, Taissa Farmiga, Harry Richardson, and Blake Ritson. Joining them are several new additions to the ensemble, including Phylicia Rashad, Bill Camp, Merritt Wever, Leslie Uggams, Andrea Martin, and Jessica Frances Dukes. The season's synopsis emphasises the evolving landscape of New York society, as the Russells strive to secure their dominance. Meanwhile, Bertha pursues an ambitious new social objective.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store