Apple officially agreed to take over as the event’s main sponsor, replacing Pepsi, which had supported the event for the previous ten seasons.

The multi-year partnership will start on February 12, 2023, at Super Bowl in Glendale, Ariz.

Analysts expected the league to receive at least $50 million a year for the rights, but no specific terms were disclosed.

According to the NFL, last year’s halftime performance got over 120 million views and proved a huge success. Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, 50 Cent, and Kendrick Lamar were among the artists who performed.

In 2013, Pepsi replaced Bridgestone as the halftime show’s sponsor, which had sponsored the performance from 2008 through 2012.

A star-studded roster of performers, including Beyonce, Coldplay, Bruno Mars, Katy Perry, Lady Gaga, Justin Timberlake, Maroon 5, Shakira, Jennifer Lopez, and The Weeknd, have graced the stage during Pepsi’s ten seasons as halftime show sponsors.

We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show. 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.

Nana-Yaw Asamoah, SVP of Partner Strategy for the NFL

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.

Oliver Schusser, Apple’s vice president of Apple Music and Beats