Apple Music Bumps Pepsi As Super Bowl Halftime Show Sponsor

The NFL has struck a multi-year partnership with Apple Music for the league’s high-profile 12-minute musical Super Bowl Halftime Show -- replacing longtime halftime sponsor Pepsi.

Financial terms were not disclosed.

The NFL has been looking to find ways to expand the musical halftime show, and set a price tag of $50 million for the sponsorship, according to sources.

In May of this year, Pepsi announced it was giving up its halftime musical sponsorship, but would remain an NFL sponsor under a new long-term deal.

Reports say Pepsi's previous ten-year overall NFL deal -- which included the halftime show as well as NFL regular and playoff season advertising -- was worth $2 billion.

The most recent Super Bowl -- held in February of this year -- featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar -- at halftime. The NFL says over 120 million viewers watched the show.



Apple Music, the ad-free digital music service from Apple, had its origins over two decades ago with Apple iPod devices and the Apple iTunes platform. Apple Music has a catalog of over 90 million songs.

The Apple Music Super Bowl Halftime Show will debut at Super Bowl LVII on Sunday, February 12, 2023 in Glendale, Arizona.

The Super Bowl game regularly attracts around 100 million U.S. Nielsen-measured viewers each year -- easily the number one-viewed TV show of the year.

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