Apple Music is sponsoring the Super Bowl halftime show

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r974137 1296x864 3 2 Apple Music is sponsoring the Super Bowl halftime show

NEW YORK — Apple Music will be the new sponsor of the Super Bowl halftime show, the NFL announced early Friday.

The multi-year sponsorship kicks off with this season’s Super Bowl. 12 in Glendale, Arizona.

Apple Music replaces Pepsi, which has sponsored the event for the past 10 years. Terms were not announced, but analysts expected the league to get at least $50 million a year for the rights.

“We are proud to welcome Apple Music to the NFL family as our newest partner for the iconic Super Bowl halftime show,” Nana-Yao Asamoah, the NFL’s senior vice president of partner strategy, said in a statement. “We couldn’t think of a more fitting partner for the world’s most-watched music show than Apple Music, a service that entertains, inspires and motivates millions of people around the world through the intersection of music and technology.

120 million viewers watched last February’s halftime show, which featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.

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