Apple Music has named the Super Bowl halftime show primary sponsor in a multi-year NFL deal

What just happened? Next year’s Super Bowl halftime show will see a new major sponsor. The NFL announced Apple Music as the new sponsor of the half-time show, replacing Pepsi, which has been a sponsor of the show since 2013. Terms of the multi-year partnership were not disclosed although sources familiar with the negotiations said the NFL was Shop the bargain. $50 million range.

The deal marks a shift in Apple’s strategy as the company rarely sponsors events it has no control over. The last time it gave its name to an event was in 2016 to announce the Apple Watch.

The Super Bowl halftime show is the most-watched musical performance of the year. Over 120 million people watched the Super Bowl LVI halftime show earlier this year, which appeared Offers Written by Dr. Dre, Snoop Dogg, Eminem, and others.

Next year’s show will be produced by Jay-Z’s entertainment company Roc Nation, but Apple will now be entering the show’s direction according to one of them. source. Jay-Z is formerly owned by TidalA music streaming service that rivals Apple Music. In 2021, Jay-Z Sold Tidal to Square for $297 million.

The NFL is increasingly looking to strike deals with tech companies. Last year, he It’s finished An 11-year, $13 billion deal with Amazon for exclusive rights to Thursday Night Games. Averaged first Thursday night game of the season between the Kansas City Chiefs and Los Angeles Chargers 15.3 million viewers According to Amazon and Nielsen.

Super Bowl LVII, which takes place on February 12, 2023, in Glendale, Arizona, will mark Apple Music’s first year as sponsor of the show. It’s unclear how long Apple will serve as the show’s halftime sponsor.

Last year, Roc Nation announced its September halftime lineup. If the company followed a precedent, an ad similar to the next one could arrive any day now.

Apple Music was launched in mid 2015 and had 98 million subscribers as of last February. Those who have not yet tried the service can subscribe to a profile Free trial for one month.

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