Apple Music sponsors Super Bowl halftime show to replace Pepsi

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

National Football League On Thursday, Apple announced that Apple Music is the new partner of the Super Bowl Halftime Show.

The multi-year partnership will begin with Super Bowl LVII, which takes place on Sunday, February 12, 2023 in Glendale, Arizona.

“We are proud to welcome Apple Music into the NFL family as our new partner for the Super Bowl Halftime Show,” Nana-Yaw Asamoah’s senior vice president of partner strategy said in a statement. “We couldn’t think of a partner more suited to 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.”

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Shakira and Jennifer Lopez perform during the first half 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 that lead to Apple Music The Super Bowl Halftime show will be watched by following AppleMusic on TikTok, Instagram, and Twitter.

“Music and sports hold a special place in our hearts, so we are very excited that Apple Music will be part of the music and the biggest stage in football,” said Oliver Chaucer, Apple Music and Beats vice president at Apple. “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 Apple Music streaming platform logo is displayed on your computer screen. (Chesnot / Getty Images / Getty Images)

Over 120 million viewers watched Super Bowl LVI The Halftime Show earlier this year, which featured a group of leading musicians, including Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar.

Advertisement for Pepsi's Super Bowl Halftime Show

Pepsi Super Bowl LVI Halftime Show performers Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. (courtesy Rock Nation)

According to Variety, Pepsi has been the show’s halftime sponsor for the past 10 years and announced in May that it would no longer be a sponsor.

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Previous Super Bowl Halftime shows include The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, Bruno Mars, Prince and Madonna and more.

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