NFL has a new sponsor for the halftime show

New York
CNN Business

Apple Music replaces Pepsi as the new sponsor of the NFL’s Super Bowl halftime show.

The multi-year partnership was announced Friday and financial terms were not disclosed. In a statement, the NFL said it “couldn’t think of a more suitable partner” for the show. The halftime show is the most watched musical performance of the year, with 120 million people watching the performance this year.

Apple Music’s sponsorship begins at the next Super Bowl on February 12, 2023 in Glendale, Arizona. More details about the show, including artists, will be released on Apple Music’s social platforms in the coming months.

Pepsi (PEP) has been the sponsor of the NFL show before halftime for the past ten years. In May, however, it announced it was ending its sponsorship of the halftime show, but it still remains the league’s official soft drink after a 10-year deal closed last May.

Pepsi isn’t the only drink brand calling back its presence on the big game. Anheuser-Busch announced earlier this year that it was ending its 33-year-old exclusive deal with the Super Bowl, allowing other alcohol brands to jump in. For example, Molson Coors (TAP) quickly bought a 30-second spot.

The Super Bowl routinely attracts more than 100 million viewers in the United States, a goldmine for advertisers. Variety recently reported that Fox, which airs next year’s game, is “nearly sold out of commercial stock,” with several spots for “north of $7 million.”

– Jacob Lev of CNN contributed to this report.

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