Apple Music has replaced Pepsi as the primary sponsor of the Super Bowl Halftime Show in a multi-year partnership agreement with the National Football League (NFL).
- What’s happening? The partnership will see the iPhone maker publish teasers and exclusive Super Bowl-related content in the run up to the show.
- Why care? Because the agreement will permit Apple to offer “exclusive details and sneak peeks” leading up to the shows.
- What to do? You may want to sign up for Apple Music and Apple TV+ to enjoy those “exclusive details and sneak peeks.”
Apple Music is sponsoring the Super Bowl Halftime Show
According to the official announcement published on the NFL Communications website, Apple Music will replace Pepsi as the primary sponsor of the Super Bowl Halftime Show starting with Super Bowl 57 on February 12, 2023.
The show files as the most-watched musical performance in the world. In February 2022, more than 120 million people watched the Super Bowl LVI Halftime Show featuring Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar and Mary J. Blige.
— Apple Music (@AppleMusic) September 23, 2022
The deal permits Apple to publish teasers and exclusive Super Bowl content on Apple Music’s social media accounts. The announcement doesn’t make it clear whether Apple has the rights to also push the same content to its Apple TV+ streaming service. As part of the deal, Apple has some influence over how the show is produced and distributed. Read: 10 useful tips and tricks for Apple Music users
This is an interesting turn of events if you consider that Apple rarely signs up for such big sponsorships. In the past, the Cupertino giant used to host music festivals and live concerts but it never sponsored such major sporting events.
Apple is also working to secure rights to stream NFL Sunday Ticket on the Apple TV+ service. That agreement is still being negotiated, and an announcement is expected before the end of 2022. Apple TV+ already streams MLB Friday Night Baseball and Major League Soccer. Read: How to watch Apple Music TV on all your devices