The NFL has found the next sponsor of the Super Bowl tournament program.
Apple Music has been designated as the official sponsor of the annual pop culture and music event, succeeding Pepsi, which announced earlier this year that it would be stepping down from its role of presenting the show. Pepsi has been a major sponsor of the midseason program for the past decade.
Apple Music’s first Super Bowl halftime will take place on February 12, 2023 in Arizona, featuring TBD artists. The tech giant says it will be releasing details and previews of the event on its @AppleMusic social channels ahead of the Super Bowl.
The NFL says the partnership with Apple Music is part of a multi-year agreement.
“We’re proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” said Nana-Yaw Asamoah, NFL director of partner strategy. . “We couldn’t think of a better 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”.
Last year’s show featured Dr. Dre, Kendrick Lamar, Snoop Dogg, Eminem, 50 Cent and Mary J. Blige. Past shows have seen some of the biggest names in music perform, from Beyonce and Prince to Justin Timberlake and Jennifer Lopez.
The NFL says more than 120 million people watched last year’s mid-time show.
In fact, the show has become a much bigger event than the 12 or 15 minutes that make up a real musical performance. Halftime shows featuring Jennifer Lopez, Lady Gaga, Katy Perry and The Weeknd became the basis for documentaries about the lead-in, while Beyonce used her show to announced a global tour.
Indeed, an NFL source told The Hollywood Reporter last year that if Pepsi pulls out, the union hopes to find a new sponsor that can make the show “bigger, take different aspects of it, and make it stand out for 12 minutes.”
Apple, with its Apple Music and Apple TV+ platforms, could be just the partner to do just that, creating streamable content alongside a live performance and directing viewers to the artist’s songs. performer.
“Music and sport have a special place in our hearts, so we are delighted Apple Music will be part of the biggest scene in music and football,” said Oliver Schusser, chief executive officer. Apple Music and Apple Beats said. “We’re looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”