“We are proud to welcome Apple Music into the NFL family as our new partner for the Super Bowl Halftime Show,” Nana Yao Asamoah, NFL Senior Vice President of Partner Strategy, said in a statement. “We couldn’t think of a partner more suited to 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.”
“Music and sports hold a special place in our hearts, so we are very excited that Apple Music will be part of music and the biggest stage in football,” said Oliver Chaucer, Apple Vice President of Apple Music and Beats.
The NFL has not released the financial terms of the deal. Sports Business Journal reported earlier this year that the league was seeking $40 million to $50 million for its halftime package.
Apple deal gives the NFL another tech partner. It follows the league’s 11-year, $1 billion-a-year deal with Amazon, which began broadcasting “Thursday Night Football” matches this season. Apple and Amazon are said to be among the companies vying to replace Direct TV as the carrier for the NFL’s “Sunday Ticket” package, the premium service that lets subscribers watch every football game on Sundays, rather than those offered on CBS or Local Fox. .
After Pepsi exited the halftime deal, it seemed inevitable that the beverage giant would be replaced by a tech-focused entertainment brand, given the changing nature of sports sponsorship and the unique opportunities the show would bring. It is routinely among the most watched parts of the game; The 2022 show, starring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, averaged 103.4 million viewers.
While massive viewership numbers bring great opportunities for awareness, sports sponsors are looking for more than awareness; They want content that can be leveraged across multiple platforms for extended periods of time.
Pepsi has tried over the years to get more value out of the offer by promoting it early with various initiatives. Last season, for example, it launched a special app for Super Bowl halftime shows that contained content related to the show, including behind-the-scenes footage, as well as information about sweepstakes such as the chance to win side prizes for the show, which featured Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.
Apple Music, of course, is best suited to integrate the show into its existing services, given that streaming music is its primary business. It is assumed that Apple will try to use the display and the content around it to increase the number of its subscribers. It ranks second in the share of subscribers to streaming music at 15%, but is far behind leading company Spotify, which has a 31% share, according to figures published last year by entertainment intelligence company Media Research.
In the press release announcing the deal, Apple and the NFL stated that “Over the coming months, fans can expect to see exclusive details and a sneak peek ahead of the Apple Music Super Bowl Halftime Show by following AppleMusic on TikTok, Instagram, and Twitter.”