The NFL confirmed Apple Music as the new sponsor of the Super Bowl halftime show early on Friday morning.
The multi-year partnership will start on February 12 in Glendale, Arizona, during this year’s Super Bowl.
Pepsi, the show’s previous ten-year sponsor, has been replaced by Apple Music. Analysts anticipated the league to receive at least $50 million year for the rights, but no specific terms were disclosed.
In a statement, Nana-Yaw Asamoah, senior vice president of partner development for the NFL, said, “We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show.” “We couldn’t think of a more appropriate 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,” said the organisers.
Additionally, Apple and the NFL are negotiating for the rights to the “NFL Sunday Ticket” package of Sunday games that are not broadcast in the viewer’s local market. The Walt Disney Company, Google, and Amazon are also vying for the package, which has been available on DirecTV since 1994.
The halftime concert in February of last year, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar, drew in over 120 million viewers.
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