Apple Music will sponsor the Super Bowl halftime show next February, replacing long-time sponsor Pepsi. According to a press release, over 120 million people saw Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar perform at the Super Bowl LVI halftime show in February of this year. According to reports, the NFL had been marketing the sponsorship arrangement around for roughly $50 million, but the actual details of the eventual transaction were not disclosed.
The agreement comes as Apple and other streaming service providers turn to sports as a source of development. Apple has previously agreed to show Major League Baseball and Major League Soccer events on Apple TV Plus, while competitor Amazon has agreed to broadcast Thursday Night Football.
