Apple has just closed what is arguably the biggest sponsorship deal in its history. Apple Music will replace Pepsi as sponsor of the Super Bowl halftime show, the final of the American football championship which is quite simply the most watched television event in the United States. As many as 120 million people watched Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar host the latest Pepsi Super Bowl LVI Halftime Show.
“Music and sport hold a special place in our hearts. So we’re very excited that Apple Music is part of the biggest American football and music scene.”commented Oliver Schusser, vice president of Apple in charge of Apple Music and Beats.
The contract with the NFL will extend over several years. According to the New York Timesamount you have to pay deal amounts to 50 million dollars. Before plastering its Apple Music logos at the event, Apple plans to raise the mayonnaise by releasing previews of the show on social networks.
—Apple Music (@AppleMusic) September 23, 2022
Unlike other brands, Apple very rarely sponsors sporting events or competitions – we only remember the 2016 Met Gala in recent years. Cupertino generally leaves this type of marketing operation to its Beats subsidiary, which was notably affiliated with the NBA. But sport has become an increasingly important playground for video players, including Apple. In addition to baseball matches, the Apple will broadcast soccer from next year.