According to Sportico, the iPhone manufacturer Apple has signed a new contract with the National Football League (NFL) as the new sponsor of the Super Bowl halftime show. The company will pay nearly $50 million annually for the coming five years, with the event being billed as the “Apple Music Super Bowl Halftime Show”. The first show in the row will be the Super Bowl LVII on February 12, 2023, in Glendale, Arizona, where most likely Rihanna will be the main halftime act. Tech giant Apple will take over sponsorship from Pepsi, which had sponsored the halftime show at the NFL’s showpiece event for the last ten years. Pepsi had renewed its partnership with the league in May this year but excluded the Super Bowl halftime show.
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