Apple Music to sponsor new NFL Super Bowl Halftime Show


2022's Super Bowl LVI halftime show featured Dr. Dre, Mary J. Blige, Snoop Dogg, Kendrick Lamar and Eminem (not pictured).
2022's Super Bowl LVI halftime show featured Dr. Dre, Mary J. Blige, Snoop Dogg, Kendrick Lamar and Eminem (not pictured).
Photo: NFL

The National Football League brokered a multiyear deal with Apple to bring the Apple Music ​Super Bowl Halftime Show to one of the world’s biggest stages, the league said Friday.

The new halftime show debuts at Super Bowl LVII in Glendale, Arizona, on Sunday, February 12, 2023. But most details about it have yet to take the field.

Apple Music Super Bowl Halftime Show debuts at Super Bowl LVII on February 12, 2023

The NFL said its multiyear partnership brings together the Super Bowl Halftime Show — “the most-watched musical performance of the year” — with Apple Music.

Cupertino’s streaming service celebrates musicians and offers a catalog of more than 90 million songs, as well as immersive sound powered by Spatial Audio with Dolby Atmos. It features curated playlists, artist interviews, conversations and global premieres with Apple Music Radio.

“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” said Nana-Yaw Asamoah, SVP of partner strategy for the NFL.

“We couldn’t think of a more appropriate partner for 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,” he said.

Apple replaces Pepsi, which dropped its sponsorship earlier this year after a decade’s worth of shows. Apple is also considered the frontrunner in a race to win the NFL Sunday Ticket rights.

Details and ‘sneak peeks’ to come

Super Bowl LVII, to be played on Sunday, February 12, 2023, in Glendale, Arizona, will mark Apple Music’s first time as part of the Super Bowl Halftime Show.

The NFL said fans can expect to see details and “sneak peeks” in the coming months by following @AppleMusic on TikTok, Instagram and Twitter.

“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, Apple’s vice president of Apple Music and Beats. “We’re looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

A big stage for major artists

Earlier this year, more than 120 million viewers watched the Super Bowl LVI Halftime Show. It featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, marking the first time those five award-winning artists performed together. It was also the first all-hip hop halftime show. And it netted three Creative Emmy awards.

Past Super Bowl Halftime Show performances included The Weeknd, Jennifer Lopez, Shakira, Beyoncé, Justin Timberlake, Lady Gaga, Katy Perry, Bruno Mars, Prince, Madonna, Britney Spears, Aerosmith, the Red Hot Chili Peppers and many others over the years.

Who could forget Janet Jackson’s memorable “wardrobe malfunction” while dancing with Timberlake in 2004? The nip slip made global news and resulted in 540,000 complaints, media outlets reported.

Apple Music subscription

New customers can start a free one-month trial of Apple Music, available by subscription for $9.99 per month ($4.99 per month for students).

You can use the service in more than 165 countries and regions on iPhone, iPad, iPod touch, Mac, Apple Watch, Apple TV, HomePod mini, CarPlay, online and via various smart TVs and other devices.


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