Brian Steinberg-Senior state Arizona city Glendale, state Arizona show performer Music Brian Steinberg-Senior state Arizona city Glendale, state Arizona

Apple Music Replaces Pepsi as Sponsor of Super Bowl Halftime Show

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Brian Steinberg Senior TV Editor Apple Music will take over as the sponsor of the NFL’s Super Bowl halftime show, replacing Pepsi as the key backer of the annual spectacle that typically draws one of the biggest single TV audiences of the year. “Music and sports hold a special place in our hearts, so we’re very excited Apple Music will be part of music and football’s biggest stage,” said Oliver Schusser, Apple’s vice president of Apple Music and Beats, in a prepared statement. “We’re looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.” Apple has in recent months shown a greater interest in sports.

Its streaming platform has struck deals with Major League Baseball and Major League Soccer to show games to subscribers. Sports rights have long been the province of traditional media companies like Fox, Disney, Paramount Global and NBCUniversal, but technology companies like Apple and Amazon have made a bigger play for those rights as they seek to lure consumers to their new broadband subscription-video services.

Amazon, for its part, is now a major NFL partner thanks to its control of rights to “Thursday Night Football.” The first Super Bowl with Apple as the halftime sponsor will take place on Sunday, February 12, 2023 in Glendale, Arizona.

Apple Music expects in coming months to offer sneak peeks of its ideas via its social handle, @AppleMusic, on TikTok, Instagram and Twitter. “We couldn’t think of a more appropriate partner for the world’s most-watched musical performance than Apple Music, a service that entertains, inspires, and motivates millions of people around the world through the intersection of music and technology,” said Nana-Yaw Asamoah, senior

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