The Weeknd Lights Up the Super Bowl Halftime Show

The singer is the first to perform solo during the Big Game since Lady Gaga in 2017

The Weeknd performing
The Weeknd put $7 million of his own money into the halftime show. CBS

Pepsi may not have purchased any Super Bowl ads this year, but the brand certainly went all-in for the halftime show.

@MollieCahillane Mollie.Cahillane@adweek.com Mollie is Adweek's reporter covering the business of connected TV.