Apple Music becomes the new sponsor of the Super Bowl halftime show

New York The NFL announced early Friday morning that Apple Music will be the new sponsor of the Super Bowl halftime show.

The multi-year sponsorship will begin with this season’s Super Bowl on February 12 in Glendale, Arizona.

Apple Music replaces Pepsi, which has sponsored the show for the past 10 years. Terms were not announced, but analysts expected the league to receive at least $50 million annually in exchange for the rights.

“We are proud to welcome Apple Music to the NFL family as our new partner for the Super Bowl Halftime Show,” Nana Yao Asamoah, NFL Vice President of Partner Strategy, said in a statement. “We couldn’t think of a partner more suited to 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.”

Apple is also negotiating with the NFL for the rights to the “NFL Sunday Ticket” package for Sunday games that aren’t broadcast in the viewer’s home market. Amazon, Google and The Walt Disney Company are also competing for the package, which has been on DirecTV since 1994.

Over 120 million viewers watched last February’s halftime show, featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar.

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