Apple is expected to acquire the rights to broadcast NFL Sunday Ticket on the Apple TV platform, but at an estimated price of around 2.6 billion euros, and it will take some time for the deal to be finalized.
Meanwhile, likely as part of those negotiations, Apple Music has been announced as the new Super Bowl halftime show sponsor, in a multi-year deal that begins with Super Bowl 57 on February 12, 2023.
Apple Music replaces the previous main sponsor, Pepsi.
Apple Music social media profiles will begin releasing teasers and exclusive Super Bowl-related content in the run-up to the big day.
Apple will also have a say in the production of the intermission event and how those performances will be televised.
Although Apple as a hardware company rarely undertakes any traditional sponsorship deals, its media divisions have been more open to such marketing deals.
A few years ago, Apple Music, formerly known as iTunes, partnered with American Idol, hosted its own iTunes Festival, and now has recently sponsored various live music events and concerts.