The NFL has announced Apple Music as the new partner for the Super Bowl Halftime Show in a multi-year collaboration.

The deal sees the Super Bowl LVI – scheduled for 12 February 2023 in Glendale, Arizona – mark Apple Music’s first year as part of the Super Bowl Halftime Show. 

“We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” commented Nana-Yaw Asamoah, SVP of Partner Strategy for the NFL. 

“We couldn’t think of a more appropriate partner for 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.”

Over the coming months, the pair will also release ‘exclusive details and sneak peeks’ on its social media channels, leading up to the now-named Apple Music Super Bowl Halftime Show.

Oliver Schusser, Apple’s Vice President of Apple Music and Beats, added: “Music and sports hold a special place in our hearts, so we’re very excited Apple Music will be part of music and football’s biggest stage.

“We’re looking forward to even more epic performances next year and beyond with the Apple Music Super Bowl Halftime Show.”

The NFL revealed that more than 120 million people watched The Super Bowl LVI Halftime Show live earlier this year, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar, to name a few.

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