Apple Music will sponsor the Super Bowl halftime performance as part of its push into sports 

Apple Music will sponsor the Super Bowl halftime show next February, taking over for long-time sponsor Pepsi   

. The NFL has been marketing the sponsorship arrangement around for roughly $50 million, though the ultimate transaction's exact terms were not made public 

.The agreement comes as Apple and other streaming service providers look to sports as a source of development 

The NFL is reportedly asking $2.5 billion for the package, a significant increase over the estimated $1.5 billion value of its current NFL Sunday Ticket arrangement with DirecTV 

.According to the NFL's press release, the annual halftime show is "the most-watched musical performance of the year 

Super Bowl LVII will be held on February 12th, 2023 in Glendale, Arizona 

.About the show, which will be unveiled in the coming months via Apple Music's social channels TikTok, Instagram, and Twitter