Apple Scores NFL Deal as Super Bowl Halftime Show Sponsor

From CNET: The National Football League announced late Thursday that Apple will be the new sponsor of its Super Bowl halftime show, replacing Pepsi in the coveted annual extravaganza that drew more than 100 million viewers earlier this year.

"We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show," Nana-Yaw Asamoah, senior vice president of partner strategy for the NFL, said in a statement.

Each year, the halftime show features performances by some of the recording industry's hottest artists. Past halftime shows have included performances by artists such as Lady Gaga, Dr. Dre, U2, Bruno Mars and Coldplay.

Apple's multiyear agreement with the NFL gives it an opportunity to promote its music streaming service Apple Music to what is typically the largest TV audience each year. Terms of the deal weren't revealed, but the NFL said fans will see previews over the coming months on Apple's TikTok, Instagram and Twitter accounts of what can be expected at the 2023 halftime show.

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