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Apple Music will sponsor the Super Bowl halftime show amid a push into sports

Snoop Dogg performed at the 2022 Super Bowl halftime show.
Snoop Dogg performed at the 2022 Super Bowl halftime show. | Photo by Michael Owens/Getty Images

Apple Music will sponsor the Super Bowl halftime show next February, replacing longtime sponsor Pepsi. In a press release, the NFL said 120 million people watched the Super Bowl LVI halftime show in February this year, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar perform. The The New York Times The NFL has reportedly purchased a sponsorship deal worth nearly $50 million, although the exact terms of the finalized deal have not been made public.

The deal comes as Apple and other streaming service operators look to sports as a source of growth. Apple already has deals to stream Major League Baseball and Major League Soccer games on Apple TV Plus, but rival Amazon…

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