Apple Music becomes sponsor of Super Bowl halftime shows, replacing Pepsi

Apple Music becomes sponsor of Super Bowl halftime shows, replacing Pepsi
Pepsi Super Bowl LVI Halftime Show
50 Cent performs during the Pepsi Super Bowl LVI Halftime Show at SoFi Stadium on February 13, 2022 in Inglewood, California.

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New York “Apple Music will be the new sponsor of the Super Bowl halftime show,” the NFL announced Friday morning.

The multi-year sponsorship will begin with this season’s Super Bowl on February 12 in Glendale, Arizona.

Apple Music replaces Pepsi, which has sponsored the show for the past 10 years.

Terms were not announced, but analysts had expected the league to receive at least $50 million a year for the rights.

“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” said Nana-Yaw Asamoah, senior vice president of partner strategy for the NFL, in a statement. “We couldn’t think of a more appropriate partner for the world’s most-watched music performance than Apple Music, a service that entertains, inspires and motivates millions of people around the world through the intersection of music and technology.”

Apple Music and Beats vice president Oliver Schusser said in a prepared statement that “Music and sports hold a special place in our hearts, so we are very excited that Apple Music will be part of the biggest stage in music and We look forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

Apple is also negotiating with the NFL for the rights to the “NFL Sunday Ticket” package for Sunday games that do not air in the viewer’s home market. Amazon, Google and Walt Disney Co. are also vying for the package, which has been on DirecTV since 1994.

More than 120 million viewers watched last February’s halftime show, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.

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