The National Football League (NFL) has signed a multi-year partnership agreement with Apple Music as the new sponsor of its Superbowl Halftime Show, after Pepsi terminated its decade-long partnership with the league earlier this year.
Following the announcement, which was contained in an official news statement, the Super Bowl Halftime Show will move in a direction that focuses on the music listening experience of the performance, tapping into the global streamer’s over 90 million songs catalog.
“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show”, NFL’s SVP of Partner Strategy Nana-Yaw Asamoah said. “We couldn’t think of a more appropriate 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.”
Super Bowl LVII is slated to occur on Sunday, February 12, 2023, in Glendale, Arizona. The halftime show will mark Apple Music’s first involvement with the famed musical spectacle. When it comes to combining music and sports, the partnership seems to be a now brainer.
Oliver Schusser of Apple Music said, “Music and sports hold a special place in our hearts, so we’re very excited Apple Music will be part of music and football’s biggest stage. We’re looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”
Earlier this year, the Super Bowl LVI Halftime Show featuring Dr. Dre, Snoop Dogg, Eminem Mary J. Blige and Kendrick Lamar was famed as one of the biggest yet, amassing over 120 million viewers. It has just been announced that Rihanna will be performing at the upcoming Super Bowl.