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Hey Spotify! Apple sees your expensive FC Barcelona sponsorship deal, and raises you… Yesterday the NFL announced that Apple Music is its new partner for the Super Bowl half-time show, replacing longtime sponsor Pepsi.

We won’t have to wait that long to see what Apple Music comes up with either: Super Bowl LVII takes place on 12 February 2023. Naturally, no details have been announced yet, other than that Apple Music will be putting out “sneak peeks” on its TikTok, Instagram and Twitter accounts over the coming months.

It’s a huge branding opportunity for the streaming service, though: more than 120 million people watching the half-time show at Super Bowl LVI earlier this year, which featured Dr Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. Expect Apple Music to pull out all the stops to make its first show a hit – and ramp up the sports-marketing battle with Spotify in the process.

The New York Times suggested that the NFL had been seeking around $50m for the half-time sponsorship deal.

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