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Abstract
It is the most watched live concert in the middle of the biggest American football game of the year! What could go wrong? That’s what the National Football League and CBS thought before Justin Timberlake took the stage with Janet Jackson in 2004. What followed was the now famous “wardrobe malfunction” and a bigger blame game than the Super Bowl itself. Fast-forward to 2018 and Justin Timberlake is back. CBS and MTV are out, NBC is in (with a time delay), and Pepsi is now the sponsor. This case looks at the past, present, and future of the Super Bowl halftime show.
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