Super Bowl Halftime Show: Apple Music Becomes New Sponsor


Apple Music will be the new sponsor of the Super Bowl tournament program, the NFL announced early 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 disclosed, but analysts predict the federation will collect at least US$50 million a year in royalties.

“We’re 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 Strategy strategic partner of the NFL, said in a statement. “We couldn’t think of a better partner for the world’s most watched musical 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 is also in talks with the NFL for the rights to the “NFL Sunday Ticket” bundle for Sunday games that don’t air in viewers’ home markets. Amazon, Google and Walt Disney Co. are also competing for this bundle, which has been on DirecTV since 1994.

More than 120 million viewers watched the mid-season show last February, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.

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