Apple Music to sponsor Super Bowl halftime show amidst push into sports


Snoop Dogg performs at the Super Bowl halftime show in 2022. | Photo by Michael Owens/Getty Images

Apple Music will sponsor next February’s Super Bowl halftime show, replacing long-time sponsor Pepsi. In a press release, the NFL says over 120 million people watched the Super Bowl LVI halftime show in February this year, which featured performances from Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar. The New York Times reports that the NFL had been shopping the sponsorship deal around for around $50 million, though exact terms of the finalized deal were not made public.

The deal comes as Apple and other streaming service operators are increasingly looking to sports as a source of growth. Apple has already inked deals to broadcast Major League Baseball and Major League Soccer games on Apple TV Plus, while rival Amazon…

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