The National Football League has entered into a multi-year deal with Apple Music to sponsor the Super Bowl halftime show, beginning with the American football championship game in February 2023, the league announced Thursday.
The Super Bowl is usually the most-watched TV event of the year in the United States, and the halftime show has become a showcase, featuring notable artists such as The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry. , Bruno Mars, Prince and Madonna.
Over 120 million viewers watched the Super Bowl LVI 2022 halftime show, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. Super Bowl LVII will be played on Sunday, February 12 in Glendale, Arizona.
The tie-up will be a key promotional platform for Apple, which has been associated with music since 2001 when it introduced the iPod digital music player.
Financial terms of the deal were not disclosed.
Apple is among a number of companies keen to become the next home of the NFL Sunday Ticket, a package that allows fans to watch every Sunday football game, according to people familiar with the matter. Apple did not respond to a request for comment.