Big Score: NFL Tunes Into Apple Music As New Super Bowl Halftime Sponsor
Friday, September 23, 2022 at 09:40AM By Barry Janoff
September 23, 2022: The NFL said today that Apple Music has signed a deal to become the new presenting partner for the Super Bowl Halftime Show.
The multi-year alliance begins with Super Bowl LVII, scheduled for Feb. 12, 2023 in State Farm Stadium (Fox), home for the Arizona Cardinals.
Financial terms of the alliance were not disclosed.
The high-profile Halftime Show could be worth upward of $50 million annually, according to industry analysts.
Apple Music replaces Pepsi, which had been the Super Bowl Halftime sponsor from Super Bowl XLVII (2013) thru Super Bowl LVI this past February, as well as Super Bowl XLI (2007).
"We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show," Nana-Yaw Asamoah, NFL svp-partner strategy, said via the league.
“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."
The NFL and Apple Music said that over the coming months, people “can expect to see exclusive details and sneak peeks leading up to the Apple Music Super Bowl Halftime Show by following @AppleMusic on TikTok, Instagram and Twitter.
"Music and sports hold a special place in our hearts, so we're very excited Apple Music will be part of music and football's biggest stage," Oliver Schusser, vp Apple Music and Beats, said via the company.
"We're looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show."
The Super Bow Halftime Show has become a stand-alone event for many people.
More than 103 million viewers watched the Super Bowl LVI Halftime Show on NBC and another 2 million on Telemundo, according to the network, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar
The NFL is aligned with Jay-Z’s Roc Nation as Halftime Show producer.
PepsiCo in May said the move to renew its alliance with the NFL but end Pepsi’s Halftime Show sponsorship was part of a “larger strategic shift to bring unprecedented music and entertainment experiences to fans and consumers."
Under terms of its new deal, PepsiCo maintains category rights for such brands as Pepsi, Frito-Lay, Tostitos and Gatorade, the latter of which remains the NFL’s official sports performance provider in locker rooms and on sidelines.
PepsiCo Renews, Enhances Pepsi NFL Deal, Drops Super Bowl Halftime Show
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