Apple Music‌ will replace Pepsi as the main sponsor of the Super Bowl Halftime Show.

Apple Music has replaced Pepsi as the main sponsor of the Super Bowl Halftime Show as part of a multi-year partnership with the National Football League (NFL).

• What is happening? As part of the partnership, the iPhone maker will release teasers and exclusive content related to the Super Bowl ahead of the show.
• Why care? Because the agreement will allow Apple to offer “exclusive details and synopses”ahead of the show.
• What to do? You might want to subscribe to Apple Music and Apple TV+ to enjoy these “exclusive details and sneak peeks.”

Apple Music sponsors the Super Bowl Halftime Show

According to an official announcement posted on the NFL Communications website, Apple Music will replace Pepsi as the main sponsor of the Super Bowl Halftime Show starting at Super Bowl 57 on February 12, 2023.

The show is considered the most watched musical performance in the world. In February 2022, over 120 million people watched the Super Bowl LVI Halftime Show featuring Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar and Mary J. Blige.

See you in February. #SBLVII pic.twitter.com/XhaaYnvuk0

— Apple Music (@AppleMusic) September 23, 2022

The deal allows Apple to post teasers and exclusive Super Bowl content to Apple Music’s social media accounts. The announcement did not specify whether Apple has the right to host the same content on its Apple TV+ streaming service. As part of the deal, Apple has some influence over how the show is produced and distributed. Read: 10 Useful Tips and Tricks for Apple Music Users

It’s an interesting turn of events considering that Apple rarely signs up to such big sponsors. The Cupertino giant has hosted music festivals and live concerts in the past, but has never sponsored such a large sporting event.

Apple is also working to secure the rights to stream the NFL Sunday Ticket on Apple TV+. This agreement is still being negotiated and an announcement is expected before the end of 2022. Apple TV+ already streams MLB Friday Night Baseball and Major League Soccer.