Apple Music buys rights to Super Bowl halftime show, at $50 million per year

In this photo illustration the streaming service logo Apple
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The NFL had been looking for someone to pay up to $50 million per year to attach its name to the Super Bowl halftime show. And the NFL has found what it was looking for.

Late Thursday, the league announced at Apple Music will become the new presenting sponsor of the intermission period for the most-watched event on the annual TV calendar.

According to Ben Fischer of Sports Business Journal, it’s a five-year deal worth roughly $50 million per year.

As the Hollywood Reporter explained last year, the league is looking for ways to make the halftime show bigger than just the halftime show, “taking different aspects of it making it stand way outside of the 12 minutes.”

The extra content could include “documentary footage around the preparations for the show or behind-the-scenes access, or footage from dress rehearsals or bonus performances.” The bonus content means more engagement from fans, and greater value for the sponsor.

That will begin right away; per the release, “fans can expect to see exclusive details and sneak peeks leading up to the Apple Music Super Bowl Halftime Show by following @AppleMusic on TikTok, Instagram and Twitter.”

The musical performers for Super Bowl LVII have not yet been announced. Super Bowl LVI will be a though act to follow. The production featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar recently won the Emmy for best live variety special. It was the first time a Super Bowl halftime show has won an Emmy.

9 responses to “Apple Music buys rights to Super Bowl halftime show, at $50 million per year

  1. How’s about Apple Music give $50 Million to the artists that use their platform instead of paying them .003 cents per stream?

  2. Knowing Apple, viewers will probably need to download an app to view the halftime show at $5 a pop.

  3. I’m one of those people who steps outside during halftime shows. Don’t feel like I’ve ever missed anything.

  4. What a waste of money that could be put to better use eg. to help our vets get better care, fund school programs, donate to medical treatments for kids, etc.

  5. For years the NFL has preached inclusion and diversity, then they put on a halftime show that was neither inclusive nor dicerse. I will not watch another,

  6. Call me crazy, but I still think the Super Bowl halftime show is the most likely place for a Britney Spears comeback…

  7. I never really understood why the NFL allowed the Super Bowl halftime become a “show” of its own. All season halftime is between 12 to 15 minutes but, when the championship is decided they turn halftime into a 25-30 minute hurry up and wait session.

    When I saw the first headline saying Apple was shelling out cash for the halftime show I wished they would just take the thing to AppleTV+ and allow the NFL to go back to the entire reason everyone is watching the game.

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