Apple Music becoming the sponsor of Super Bowl halftime shows, replacing Pepsi

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

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

Apple Music replaced Pepsi, which had sponsored the show for the past 10 years.

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

“We are proud to welcome Apple Music to the NFL family as our newest partner for the spectacular Super Bowl halftime show,” Nana Yau Asamoah, NFL senior vice president, partner strategy, said in a statement. “We couldn’t think of a more fitting partner than Apple Music for the world’s most-watched musical performance, a service that entertains, inspires and motivates millions of people around the world through music and technology. Encourages.”

“Music and sports hold a special place in our hearts, so we’re excited to bring Apple Music to the biggest stage in music and football,” Oliver Schusser, Apple’s vice president of Apple Music and Beats, said in a prepared statement. will be a part of. Look forward to more epic performances with the Apple Music Super Bowl Halftime Show next year and beyond.”

Apple is also negotiating with the NFL for the rights to an “NFL Sunday Ticket” package of Sunday games that are not broadcast in the viewer’s home market. Amazon, Google and Walt Disney Co. are also competing 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.