Apple Music will become the title sponsor of the Super Bowl halftime show, taking over from PepsiCo Inc. This is a huge coup for the company, which has been trying to make inroads into the music streaming market. The Super Bowl halftime show is one of the most watched events on television, so this is a great opportunity for Apple Music to get its name out there.
Apple Inc. will be sponsoring the Super Bowl this season, with the game taking place in Arizona in February. According to Sportico, the tech company may have paid up to $50 million a year for the five-year deal.
Apple's announcement of a pricey sponsorship coincides with the company's bid for the rights to stream the NFL's Sunday Night games. Apple is considered the front-runner for the popular package of games, for which the league is seeking $2.5 billion, an increase of $1 billion over its current deal with DirecTV.
Apple has generally avoided sponsorships, which are primarily a marketing tactic. However, the company has a long history with the Super Bowl, running ads during the event since 1984, when it first introduced the Apple Macintosh personal computer.
PepsiCo announced in May that it would be ending its 10-year sponsorship of the Super Bowl. The Super Bowl is one of the most-watched sporting events in the world, with more than 120 million viewers tuning in to the halftime show in 2022. This represents a 6% increase in US viewers from the previous year.
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