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In the 1980s, Apple boasted of Pepsi’s John Sculley. Now for 2022, Apple Music replaces the soda company as sponsor of what the NFL says is “the most-watched musical performance of the year.”
In February 2022, Pepsi stopped sponsoring the halftime show, although it will continue to sponsor the NFL. NBC Sports reported then that the NFL was looking for a replacement to sponsor the show for between $40 million and $50 million a year.
While it hasn’t disclosed any of the terms of the deal, the NFL has announced that Apple Music will sponsor the 15-minute show.
“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” said Nana-Yaw Asamoah, SVP Partner Strategy for the NFL. press release. “We couldn’t think of a more suitable partner for the world’s most watched music performance than Apple Music, a service that entertains, inspires and motivates millions of people around the world through the intersection of music and technology.”
“Music and sports hold a special place in our hearts,” said Oliver Schusser, vice president of Apple Music and Beats, “so we’re thrilled that Apple Music will be part of the biggest stage in music and football.
“We look forward to more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show,” he continued.
According to the NFL, the 2022 Super Bowl LVI Halftime Show was watched by more than 120 million people. Super Bowl LVII is on Sunday, February 12, 2023.