Apple Music has scored a touchdown with the National Football League (NFL) as the new Super Bowl Halftime Show sponsor, signing a multi-year deal with the league. 2023 marks Apple’s first year as part of the Super Bowl Halftime Show. It replaces Pepsi which first sponsored the show in 2012.
The Super Bowl Halftime Show is a 15-minute show played in February during the American football championship game. It features some of the most popular artists in the world. Hip-hop stars Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem and Kendrick Lamar headlined this year’s halftime show, which drew more than 120 million viewers, said the NFL. It also led to growth in Spotify streams for some artists.
Other artists include The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, Bruno Mars, Prince, and Madonna, among others. Meanwhile, Rihanna was also recently announced as the 2023 halftime show performer, marking the first year of a partnership between Apple Music, the NFL and Roc Nation.
(Also read: Dr. Dre and Snoop Dogg score a streaming touchdown with the Super Bowl halftime show)
Over the next few months, exclusive details and previews will be released as the Apple Music Super Bowl Halftime Show approaches on social media. Oliver Schusser, vice president of Apple Music and Beats, said music and sports hold a special place in his heart. “We are thrilled to have Apple Music be a part of the biggest music and football scene. We look forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show,” he added.
According The Wall Street Journal, Pepsi’s deal with the league was worth approximately US$2.3 billion over 10 years. Pepsi’s logo was also displayed on the corner of the stream during the halftime show. In May, Pepsi renewed its sponsorship deal with Pepsi but without the Super Bowl halftime show. With the renewal, Pepsi is allowed to use NFL premium rights for its brands, including Frito Lay, CNBC reported. Pepsi’s sports drink, Gatorade, will also continue to maintain high profile on the sidelines.
Other NFL sponsors include Invisalign, Bose, Bridgestone, BudLight, Castrol, Courtyard by Marriott, DraftKings, FedEx, Microsoft, Old Spice, Pizza Hut and UberEats.
Apple Music’s latest victory comes as it tries to double down on the sport. In June this year, Apple signed an agreement with Major League Soccer (MLS) in the United States to make the Apple TV app the exclusive destination to watch all MLS matches from next year. According to Apple, this partnership is a “historic first” for a major professional sports league.
That same month, WSJ reported that Apple was among the contenders, alongside Amazon and ESPN, for the broadcast rights to The NFL’s Sunday Ticket. According WSJ, Sunday Ticket is a subscription-only package that allows American football fans to watch most Sunday afternoon games. Satellite TV provider DirecTV has long owned the rights and pays $1.5 billion a year. The deal expires next year, WSJ said.
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