https://techcrunch.com/2022/09/26/apple-music-becomes-the-official-sponsor-of-the-super-bowl-halftime-show/ > Move aside, Pepsi. The National Football League (NFL) and Apple announced that Apple Music is the official sponsor of the Super Bowl Halftime Show as part of a multi-year deal. Pepsi had been the sponsor since 2013. > Apple Music’s new sponsorship with the NFL will last for multiple years. The Super Bowl LVII, on Sunday, February 12, 2023, will mark the music streaming platform’s first year as part of the Super Bowl Halftime Show.