Here's why Super Bowl halftime show performers like Rihanna don't get paid to perform in front of millions

The singer and beauty mogul is set to take the stage on Sunday, February 12, at halftime but won't be getting paid for the performance, Forbes reported.

Half-time shows began as a way to entertain fans in the middle of the game, The Washington Post reported. The first show was in 1967 and featured just two bands, who formed shapes like the paddle boat and the Liberty Bell, the Post reported. It wasn't until Michael Jackson's 1993 half-time show performance that the show began to attract more viewership, according to the Post.

The majority of half-time shows in the last decade have attracted more than 100 million viewers. Recent shows have been headlined by stars like Lady Gaga, Bruno Mars, Beyonce, Jennifer Lopez, and Shakira.

Top music artists have performed at the Super Bowl for years. Still, it comes as a surprise to many that they don't get paid.

The selection process begins with a committee made up of the National Football League's director of entertainment, associates from the NFL's production company, and the director and producer of the show, the Charlotte Observer previously reported.

The panel looks at several factors when coming up with a list including genre relevance and popularity, the outlet reported. After they come up with a shortlist, it's then passed on to the officials in the city hosting the show, who will then make a final decision.

While the NFL does not write out large checks to performers who take the stage during half-time, the costs associated with their performance are covered by the league, according to Newsweek.

The NFL also has to pay "union scale," an amount dictated by the Screen Actors Guild (SAG-AFTRA), according to Newsweek. The funds go to the union, which then distributes them to performers.

"The NFL covers all costs associated with the show and does pay the performers' union scale. There is not an appearance fee, but the artists are indeed paid union scale," Brian McCarthy, the NFL's vice president of communications told Newsweek.

For his 2021 halftime performance, the Weeknd spent an additional $7 million of his own money to ensure the show fit his vision, Billboard previously reported.

"The NFL allows you a production budget — it's almost never enough to satisfy what the actual production costs are. However, usually the label will step in and provide the shortfall," Lou Taylor, a veteran business manager, told Billboard.

Forbes also reported that a source close to Dr. Dre said the performer also spent around $7 million of his own money on his performance in 2022.

Forbes reported that Pepsi has been a longtime sponsor of the show in the past. In September 2022, the NFL and Apple announced that Apple Music will become the new sponsor of the Super Bowl halftime show.

An NFL spokesperson told Forbes that Apple Music will help them in "footing the bill" for Rihanna's performance. It's not clear at the moment if Rihanna will spend any additional money of her own on the show. Pepsi had been the show's sponsor for the previous decade, CNN reported.

Forbes has touted that performing at the Super Bowl brings many benefits including exposure to a huge audience. Sunday's big game is expected to be enjoyed by more than 100 million people, Variety reported.

Following the 2022 half-time show, Billboard saw both Dr. Dre and Eminem's albums skyrocket on the chart. Eminem's 2005 compilation album "Curtain Call: The Hits" rose to number 10 on the Billboard 200 albums chart in the week following the show.

NME reported that Dr. Dre's 2001 album which was released in 1999 shot up to number 9 on the Billboard 200 albums chart following the performance, with sales of the album increasing by more than 200%.

Additionally, the performances themselves could garner artists' nominations for large awards like the Emmys.

"The Super Bowl is one of the biggest stages in the world, it's an entertainer's dream to be on a stage like that," Rihanna previously said in an interview with the Associated Press.

Rihanna could also see a rise in revenue for her Fenty Beauty and Savage X Fenty brands, according to Forbes.

Rihanna has already launched a limited edition "game day" line for Savage X Fenty that features Super Bowl-themed apparel, and Fenty Beauty game day-themed makeup.