Apple Music Streaming Service Replaces Pepsi as Super Bowl Halftime Show Sponsor

The NFL announced that the Apple Music streaming service is the professional football league’s new partner for this season’s 15-minute Super Bowl LVII Halftime Show, replacing longtime sponsor Pepsi. Singer Rhianna will headline the performance, Feb. 12, 2023, at State Farm Stadium in Glendale, Ariz.

The five-year deal brings together the most-watched live musical performance of the year, with Apple Music, which offers subscribers access to more than 90 million songs.


“We couldn’t think of a more appropriate partner … than Apple Music, a service that entertains, inspires and motivates millions of people through the intersection of music and technology,” Nana-Yaw Asamoah, SVP of partner strategy for the NFL, said in a statement.

More than 120 million people watched The Super Bowl LVI Halftime Show live earlier this year, according to the NFL. The show featured a lineup of trailblazing rap musicians, including Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, and marked the first time these five multi-award-winning artists performed together on stage. The Super Bowl LVI Halftime Show earned three Creative Emmy awards.

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“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, VP of Apple Music and Beats.

Past Super Bowl Halftime Show performances include The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, Bruno Mars, Prince, Tom Petty, Michael Jackson and Madonna, among others.