Apple Music will substitute Pepsi because the sponsor of the Tremendous Bowl Halftime Present beginning in 2023.
The tech large and the NFL made the announcement Friday and, whereas they didn’t announce the expertise that might carry out, they did trace that sneak peeks can be dropped through Apple’s social media channels.
“Music and sports activities maintain a particular place in our hearts, so we’re very excited Apple Music might be a part of music and soccer’s greatest stage,” Oliver Schusser, Apple’s vice chairman of Apple Music and Beats stated in a press release. “We’re trying ahead to much more epic performances subsequent yr and past.”
No worth on the deal was given, however the NFL had reportedly been purchasing the sponsorship for roughly $50 million.
The announcement comes amid rising rumors that Apple is in talks to stream Sunday NFL video games on Apple TV+, which might be a giant blow to present Sunday Ticket supplier DirecTV. (The NFL is reportedly in search of $2.5 billion for the rights, which is $1 billion greater than the present worth.)
The NFL is a confirmed strategy to lure viewers to a streaming service. Final week’s premier of Thursday Night time Soccer on Amazon Prime attracted 13.2 million viewers and resulted in additional new Amazon Prime memberships in a three-hour interval than some other time, together with Prime Day and Cyber Monday. (Amazon paid $13 billion to hold these video games for the subsequent 11 years.)
Earlier this yr, in fact, Apple kicked off its stay sports activities protection with the debut of Main League Baseball on Apple TV+. This season, the streamer will carry 24 video games over 12 weeks—and the corporate has struck a seven-year take care of the league, paying $85 million for the rights to Friday night time video games. Apple has additionally secured the streaming rights in a historic deal for Main League Soccer.
Being entrance and heart within the Tremendous Bowl Halftime Present can even assist Apple in its ongoing battle with Spotify for music streaming. The Halftime Present is the largest musical occasion of the yr by most requirements, giving Apple Music an opportunity to lift its profile and supply incentives to draw subscribers.
Join the Fortune Options e-mail record so that you don’t miss our greatest options, unique interviews, and investigations.