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Apple Music Replaces Pepsi As Super Bowl Halftime Show Sponsor

Apple Music has nabbed one of the most prized sponsorships in the world, taking over the Super Bowl halftime show naming rights.

They take over from Pepsi, who has presented the ratings bonanza since 2013, reportedly paying as much as A$75 million a year for the five-year-deal.

Over 120 million viewers watched the Super Bowl LVI Halftime Show live earlier this year, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, winning three Emmys for the production.

“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 of Partner Strategy for the NFL.

“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.”

Apple famously introduced its Macintosh computer with a commercial aired during the 1984 Super Bowl, the first of many iconic commercials the company launched during the game. Naming rights for the most-watched musical event of the year offers ultimate bragging rights for its music arm.

This announcement comes as Apple is front-runner for the rights to stream the NFL’s Sunday Night games, expected to be a (US$2.5 billion) $3.83 billion package.

“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,” said Oliver Schusser, Apple’s vice president of Apple Music and Beats.

“We’re looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

Super Bowl LVII will be played on February 12 in Glendale, Arizona.

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