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Pepsi, the show’s previous ten-year sponsor, has been replaced by Apple Music.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 would get 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, stated, “We are delighted to welcome Apple Music to the NFL family as our new partner for the legendary Super Bowl Halftime Show.”
“Apple Music, a service that entertains, inspires, and motivates millions of people worldwide via the interplay of music and technology, couldn’t be a more perfect partner for the world’s most-watched musical event,” said the organisers.
Oliver Schusser, Apple’s vice president of Beats and Apple Music, said in a prepared statement published by Variety that, “We have a particular place in our hearts for both music and sports, so we are thrilled that Apple Music will be featured on the largest platform for both. With the Apple Music Super Bowl Halftime Show, we anticipate even more unforgettable performances in the coming years.”
For the “NFL Sunday Ticket” package of Sunday games that don’t show in a viewer’s home area, Apple is also negotiating with the NFL. 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 included Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar, drew in over 120 million people.