Apple will sponsor Super Bowl halftime show starting in February

The National Football League has signed a multi-year deal with Apple Music to sponsor the Super Bowl Halftime Show, starting with the American football championship game in February 2023, the league said Thursday.

The Super Bowl is usually the most watched television 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.

More than 120 million viewers watched the 2022 Super Bowl LVI 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 band will become an important promotional platform for Apple, which has been associated with music since 2001 when it introduced the iPod digital music player.

The financial terms of the deal have not been disclosed.

Apple is among a number of companies bidding to become the next home for the NFL Sunday Ticket, a package that will allow fans to watch every Sunday football game, according to sources familiar with the matter. Apple did not respond to a request for comment.

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