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How much did Apple Music pay for the rights to the Super Bowl Halftime Show?

The National Football League sought a partner to pay up to $50 million annually to sponsor the Big Game halftime music performance.

Super Bowl LVIII halftime performer Usher is interviewed by Apple Music’s Nadeska Alexis ahead of the the NFL’s championship game in Las Vegas, Nevada,

In late September 2022, the National Football League (NFL) announced that Apple Music would replace Pepsi as the new presenting sponsor of the intermission period for the biggest event on the annual TV calendar. The halftime show is one of the most-watched events in the world, and this move by the NFL and Apple is expected to take it to new heights.

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The sponsorship deal is set to last five years and is worth approximately $50 million annually.

According to reports, the NFL sought to expand the halftime show beyond the 12-minute performance. The league plans to incorporate additional content to make the show more engaging and valuable for fans and sponsors. This content could include documentary footage showcasing the preparations for the show, behind-the-scenes access, and bonus performances.

Adding more content to the halftime show, the NFL hopes to keep fans engaged for extended periods and provide more value to their sponsors. The Apple Music sponsorship deal is the latest example of how the halftime show has become a major part of the NFL’s marketing and revenue strategy.