Apple Music to be new NFL Super Bowl halftime show sponsor Dr. Dre, Mary J. Blige, Snoop Dogg and 50 Cent perform in the Super Bowl 56 halftime show on Sunday, Feb. 13, 2022, in Inglewood, Calif. The NFL has announced that Apple Music will be the league’s new partner for the Super Bowl Halftime Show. The multiyear deal will begin with Super Bowl 57 on Feb. 12, 2023. Tyler Kaufman, Associated Press The NFL announced late Thursday that Apple Music will be the league’s new partner for the Super Bowl halftime show. The multi-year deal will begin with Super Bowl 57 on Feb. 12, 2023. “We are proud to welcome Apple Music to the NFL family as our new partner for the iconic Super Bowl Halftime Show,” said Nana-Yaw Asamoah, senior vice president of partner strategy for the NFL . “We couldn’t think of a more appropriate partner for the world’s most-watched musical performance than Apple Music, a service that entertains, inspires and motivates millions of people around the world through the intersection of music and technology.” The deal stems from negotiations between the NFL and Apple over rights to stream the NFL Sunday Ticket on AppleTV, seeking as much as $2.5 billion, according to the New York Times .