The partnership has helped revive the show over the past five years, but how long it will last remains to be seen.

Fresh off of winning five Grammy Awards, including song and record of the year for his hit “Not Like Us,” Lamar is the featured performer for the Super Bowl LIX halftime show on Sunday. Lamar sat for a rare interview during the Apple Music Super Bowl press conference on Thursday, where he was asked what people could expect in his set.

How did the Super Bowl halftime show start? Dive into the history of the most expensive television spot, its evolution, and the performers who have graced the stage.

Crotch Watch 2009: Bruce Springsteen and the E Street Band delivered one of the best halftime show performances at Super Bowl XLIII in Tampa in 2009. The Boss got a little bit over-excited at the end of “Tenth Avenue Freeze-Out,” though, when he sprinted down a ramp, dropped to his knees, and slid crotch-first in living rooms around the world.

One of the major non-football storylines that centers around the Super Bowl is the halftime show. These days, the halftime show is one of the most exciting performances of the yea

When the Chiefs face the Eagles this Sunday, Kendrick Lamar will headline the halftime show with special guest SZA. Jon Batiste will sing the national anthem.

Elsewhere around the world, the UK 's coverage is 100% free on ITV1 and through its on-demand platform, ITVX. In Australia, you'll also be able to watch the Halftime Show (and the game as a whole) for free on 7Plus. In Ireland, it'll be on Virgin Media One and VM Play, while in Mexico you can tune into Azteca 7.