Jesse Collins Entertainment led the production of Rihanna’s Super Bowl performance, which took place on February 12, 2023, at State Farm Stadium in Glendale, Arizona. The live show garnered more than 121 million viewers across TV and digital platforms to become the most-watched halftime show in U.S. television history. Following the performance, Billboard reported that Rihanna’s song catalogue received a leap of 140% across all on-demand streaming services in the US.