NEW YORK — Apple Music will be the new sponsor of the Super Bowl halftime show, the NFL announced early Friday morning.
The multi-year sponsorship kicks off with this season’s Super Bowl on February 12 in Glendale, Arizona.
Apple Music replaces Pepsi, which has sponsored the show for the past 10 years. Terms were not disclosed, but analysts expected the league to receive at least $50 million a year for the rights.
“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” Nana-Yaw Asamoah, senior vice president of partner strategy for the NFL, said in a statement. “We couldn’t do it. think of a more fitting partner for the world’s most watched musical production than Apple Music, a service that entertains, inspires and motivates millions of people around the world through the intersection of music and technology.
Over 120 million viewers watched the halftime show last February, which featured performances by Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.