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Apple Music to sponsor Super Bowl half-time show
Business and Economy

Apple Music to sponsor Super Bowl half-time show

by  AFP 1 min read
Dr. Dre (centre) performs alongside Mary J. Blige and Snoop Dogg during the 2022 Super Bowl half-time show
Dr. Dre (centre) performs alongside Mary J. Blige and Snoop Dogg during the 2022 Super Bowl half-time show. Photo: Rob Carr / GETTY IMAGES NORTH AMERICA/Getty Images via AFP
Source: AFP

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Apple Music is to replace Pepsi as the title sponsor of the Super Bowl's prestigious half-time show, the NFL announced on Friday.

Neither Apple nor the NFL disclosed terms of the sponsorship, described as a multi-year agreement.

US media reported the NFL has been seeking around $50 million a year for sponsorship of the show, one of the traditional highlights of the biggest event on the US sporting calendar.

"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," said Nana-Yaw Asamoah, the NFL's senior vice president of partner strategy.

The sponsorship is the latest example of a technology giant embracing live sport in the United States.

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Amazon has already started screening the NFL's Thursday fixtures while Apple TV has also struck deals to stream live baseball and Major League Soccer.

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Apple Music's sponsorship of the Super Bowl half-time show will start in 2023, when the NFL's championship game is staged in Glendale, Arizona on February 12.

More than 120 million viewers watched The Super Bowl half-time show in Los Angeles earlier this year, when stars such as Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar appeared together.

Past half-time shows have featured a galaxy of music icons, such as Michael Jackson, Madonna, U2, the Rolling Stones and Bruce Springsteen.

Source: AFP

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