Apple Music to sponsor Super Bowl halftime show replacing Pepsi

This season’s Super Bowl halftime show will have a new sponsor.

The National Football League announced on Thursday that Apple Music is the new partner of the Super Bowl Halftime Show.

The multi-year partnership will begin with Super Bowl LVII, which will be played on Sunday, February 12, 2023 in Glendale, Arizona.

“We are proud to welcome Apple Music to the NFL family as a new partner for the iconic Super Bowl halftime show,” said Nana-Yaw Asamoah, senior vice president of partner strategy at the NFL, in a statement. “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 of technology.”

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Shakira and Jennifer Lopez perform at halftime during the NFL Super Bowl 54 football game between the Kansas City Chiefs and the San Francisco 49ers on Sunday, Feb. 2, 2020, in Miami Gardens, Florida. (AP Photo/Seth Wenig/AP Newsroom)

Exclusive details and previews ahead of the Apple Music Super Bowl Halftime Show will be seen by following @AppleMusic on TikTok, Instagram and Twitter.

“Music and sports hold a special place in our hearts, so we’re very pleased that Apple Music is part of the larger music and football scene,” said Oliver Schusser, vice president of Apple Music. and Beats. “We look forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

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Apple Music logo

In this photo illustration, the Apple Music music streaming platform logo is displayed on a computer screen. (Chesnot/Getty Images/Getty Images)

More than 120 million viewers watched The Super Bowl LVI Halftime Show live earlier this year, which featured a lineup of trailblazing musicians including Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.

An advertisement for Pepsi's Super Bowl halftime show

Pepsi Super Bowl LVI Halftime Show performers Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. (Courtesy of Roc Nation)

Pepsi had been the halftime show’s sponsor for ten years and announced in May that it would not be returning as a sponsor, according to Variety.

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Past Super Bowl Halftime Show performances include The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, Bruno Mars, Prince, Madonna and more.

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