New York — Apple Music will be the new sponsor of the Super Bowl halftime show, the NFL announced Friday morning.
The multi-year sponsorship will kick off with this season’s Super Bowl on February 12 in Glendale, Arizona.
Apple Music replaces Pepsi, which has sponsored the program for the past 10 years.
Terms were not announced, but analysts expected the league to get 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 iconic Super Bowl halftime show,” Nana-Yaw Asamoah, NFL senior vice president of partner strategy, said in a statement. . “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.”
Apple Vice President of Apple Music and Beats Oliver Schusser said in a prepared statement that “music and sports hold a special place in our hearts, so we’re very excited to have Apple Music be a part of Apple’s biggest stage. music and football. Expect even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”
Apple is also negotiating with the NFL for the rights to the “NFL Sunday Ticket” package of Sunday games that are not broadcast in a viewer’s home market. Amazon, Google and Walt Disney Co. are also vying for the package, which has been on DirecTV since 1994.
More than 120 million viewers watched last February’s halftime show, which featured appearances by Dr. Dre, Snoop Dogg, Eminem, Mary J Blige and Kendrick Lamar.