Apple Music sponsors Super Bowl halftime show to replace Pepsi

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

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

The multi-year partnership kicks off with Super Bowl LVII, to be played in Glendale, Arizona, on Sunday, February 12, 2023.

“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” SVP Partner Strategy for the NFL Nana-Yaw Asamoah said in a statement. “We couldn’t think of a more suitable partner for the world’s most watched music performance than Apple Music, a service that entertains, inspires and motivates millions of people around the world through the intersection of music and technology.”

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Shakira and Jennifer Lopez perform at the Super Bowl

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

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

“Music and sports hold a special place in our hearts, so we’re thrilled that Apple Music will be part of the biggest stage in music and football,” said Oliver Schusser, Apple’s vice president of Apple Music and Beats. “We look forward to 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 logo of the music streaming platform Apple Music is displayed on the screen of a computer. (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 groundbreaking 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 Artists Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. (Courtesy of Roc Nation)

Pepsi had been the halftime show sponsor for the past ten years and announced in May not to return as a sponsor, according to Variety.

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

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