Apple Music Succeeding Pepsi As Super Bowl Halftime Show Sponsor

For the past decade, the Super Bowl halftime show has been sponsored by Pepsi, but the cola company ended that arrangement after this year’s performance by Dr. Dre and friends. Per The Hollywood Reporter, Apple Music has inked a multi-year contract to become the new sponsor, starting with this season’s Super Bowl in Arizona on Feb. 12, 2023. Performers for that show have not yet been announced.