The multi-year partnership was announced on Friday and financial terms were not disclosed. In a statement, the NFL said it “couldn’t think of a more suitable partner” for the show. The halftime show is the most-watched musical performance of the year, with 120 million people watching this year’s performance.
The Apple Music sponsorship begins at the next Super Bowl on February 12, 2023, in Glendale, Arizona. More details about the show, including the performers, will be released in the coming months on Apple Music’s social platforms.
Pepsi (DYNAMISM) has been the NFL’s halftime show sponsor for the past decade. However, he announced in May that he was ending his sponsorship of the halftime show, but it still remains the league’s official soft drink following a 10-year deal struck last May.
Pepsi is not the only beverage brand to recall its presence in the big game. Anheuser Busch (BUD) announced earlier this year that it was ending its more than 33-year-old exclusive Super Bowl deal, allowing other liquor brands to get started. For instance, Molson Coors (FAUCET) quickly bought a 30 second spot.
The Super Bowl regularly attracts more than 100 million viewers in the United States, a gold mine for advertisers. Variety recently reported that Fox, which will air next year’s game, is “nearly depleted in its commercial inventory,” with multiple spots for “north of $7 million.”
— CNN’s Jacob Lev contributed to this report.