Report: Apple Music Buys Super Bowl Halftime Rights from NFL for $50M per Year

Adam WellsSeptember 23, 2022

INGLEWOOD, CALIFORNIA - FEBRUARY 13: Dr. Dre performs in the Pepsi Halftime Show during the NFL Super Bowl LVI football game between the Cincinnati Bengals and the Los Angeles Rams at SoFi Stadium on February 13, 2022 in Inglewood, California. (Photo by Cooper Neill/Getty Images)
Cooper Neill/Getty Images

Apple Music has put a financial value on the Super Bowl Halftime Show.

Per Ben Fischer of the Sports Business Journal, the NFL has agreed to a five-year deal worth $50 million per year with the global tech company to be the official title sponsor of the biggest football game in the United States.

Super Bowl 57 will be the first year of the deal between the NFL and Apple Music. The league has yet to announce the artists who will perform at the Big Game.

Per the official release on NFL.com, fans will be treated to "exclusive details and sneak peeks" about the event leading up to the game.

The release also noted the Super Bowl 56 Halftime Show, featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, was seen by more than 120 million viewers.

Pepsi had been the sponsor of the Halftime Show since 2013, but the NFL elected not to extend its deal with the soft-drink company for the event. The two parties did renew their overall sponsorship agreement in May.

Fischer previously noted in October the NFL laid out a vision that included working with modern tech companies to provide "a year-round platform for a brand and its content."

The NFL's deal with Apple continues the trend of working with tech companies that have a global footprint. It sold the rights for Thursday Night Football to Amazon for $1 billion per year in May 2021.

Since Super Bowl XXV in January 1991, the NFL has showcased popular music acts during halftime of the game. Some of the biggest musicians in history have performed at the event, including Diana Ross, Aerosmith, U2, Paul McCartney, The Rolling Stones and Prince.