Halftime Apple Music now sponsors NFL Super Bowl show

Apple Music has been announced as the new primary sponsor for the Super Bowl halftime show in a deal representing a $50 million investment and a major departure for the world's biggest tech brand as it continues to expand into new areas and bolster its services revenue.

A NEW SUPER BOWL HALFTIME SHOW SPONSOR

In a move unexpected by many, NFL took to social media to confirm in late September that Apple Music was the new sponsor of the Super Bowl Halftime Show, replacing Pepsi. The new multi-year partnership brings together the Super Bowl Halftime Show, the most-watched musical performance of the year, with Apple Music, which has a catalog of more than 90 million songs and a growing stronghold in the music streaming sector. Indeed, Apple was the pioneer behind the iPod, iTunes, and AirPods, and its award-winning Apple Music product is used by more than 88 million people worldwide. Still, it trails Spotify's 188 million premium subscribers. It perhaps explains why the Cupertino company - which rarely puts money behind sponsorship deals or arrangements - was prepared to pay a reported $50 million for the rights to the deal.

Speaking of the news, Nana-Yaw Asamoah, SVP of Partner Strategy for the NFL, said: "We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show. We couldn't think of a more appropriate partner for the world's most-watched musical performance than Apple Music. This service entertains, inspires, and motivates millions of people worldwide through the intersection of music and technology." Oliver Schusser, Apple's vice president of Apple Music and Beats, added: "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. We're looking forward to evening more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show!"