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Apple Music sponsors Super Bowl halftime show amid push for sports Vibesbullet

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Snoop Dogg performs at the Super Bowl halftime show in 2022. | 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 says more than 120 million people watched the Super Bowl LVI halftime show in February this year, which featured performances from Dr Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar. The New York Times reports that the NFL purchased the sponsorship deal for approximately $50 million, although the exact terms of the finalized deal were not made public.

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

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