The NFL confirmed Apple Music as the new sponsor of the Super Bowl halftime show early .
The multi-year partnership will start on February 12 in Glendale, Arizona, during this year’s Super Bowl.
Pepsi, the show’s previous ten-year sponsor, has been replaced by Apple Music. Analysts anticipated the league would receive at least fifty dollars million a year for the rights, but no specific terms were disclosed.
In a statement, Nana-Yaw Asamoah, senior vice president of partner development for the NFL, said, “We are proud to welcome Apple Music to the NFL family as our new partner for the legendary Super Bowl Halftime Show.” The organizers said Apple Music, a service that entertains, inspires, and motivates millions of people worldwide through the interplay of music and technology, couldn’t be a more perfect partner for the world’s most-watched musical event.
Additionally, Apple and the NFL are negotiating for the rights to the “NFL Sunday Ticket” package of Sunday games that are not broadcast in the viewer’s local market. The Walt Disney Company, Google, and Amazon are also vying for the package, which has been available on DirecTV since 1994.
In February of last year, Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar performed at the halftime show.