Apple Music to sponsor Super Bowl half time show for 5 years

by Jonny Evans · September 23, 2022

“One day I may get to play the Super Bowl…”

Apple’s relationship with the Super Bowl is decades long, iconic, and has just intensified with news its Music arm will sponsor the Super Bowl halftime show.

Apple inks a big NFL music deal

The National Football League has reached a five-year deal with Apple Music for the event. That’s significant because it’s one of the most-watched events in the US television year, and means Apple has stolen a march on PepsiCo, who’s 10-year sponsorship of the slot ended in 2022.

The company will likely use it as a platform to promote new acts, to boost its brand and to capture the popular imagination with its blend of technology and liberal arts. Super Bowl LVII is expected to take place on February 12 at State Farm Stadium in Glendale, Arizona.

“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.”

Apple quietly announced the news with a Tweet on the Apple Music account.

See you in February. #SBLVII pic.twitter.com/XhaaYnvuk0

— Apple Music (@AppleMusic) September 23, 2022

And more for sports entertainment

We know Apple is pushing into live sports for its services in a big way.

It’s move to create a platform for music is also advancing, and when it comes to new music (and I really can’t see Apple not using this platform to promote new music), it has its ongoing work with its wholly owned Platoon company.

Platoon helps build and develop new acts, empowering artists with streams for music distribution, creation, streaming and more. Acts who have become successful after working with Platoon include Billie Eilish, Holly Humberstone, Jacob Banks, Mr Eazi and many more.

Apple’s deep relationship with music has always been evident.

It will want to make good use of that, given Super Bowl half time headliners in recent years have included Dr Dre, Snoop Dog, Eminem, Mary J Blige, Kendrick Lamar, The Weeknd, Shakira and Jennifer Lopez.

Oliver Schusser, VP of Apple Music and Beats said:

“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 even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

And a little history

Apple historians will also want to reflect on two other things in response to this news:

Arguably the most iconic ad ever made, Apple’s legendary 1984 ad created by Ridley Scott, was first shown at the Super Bowl. The ad is one of the 50 greatest commercials of all time, according to Advertising Age. Can Apple deliver something equally iconic with the new half-time slot?
It’s not the first time Apple has taken something from Pepsi. Apple founder Steve Jobs allegedly tempted PepsiCo President John Sculley to quit the drinks company for computers with the words, “Do you want to sell sugar water for the rest of your life or do you want to come with me to change the world?”.

Of course, news of the Super Bowl sponsorship may mean Apple has designs to do a little more than this (or that) with NFL…