Pepsi out, Apple in! Apple Music will become the official sponsor of the Super Bowl halftime show from Glendale, Arizona Sunday, Feb. 12, 2023. The NFL made the announcement this morning (9.23.22) in a Twitter post (see below). No price for the deal was given but rumors were that the NFL was asking $50M for the sponsorship. Another possibility is that Apple is in talks to stream Sunday NFL games on Apple TV+ for 2023 (currently on DirecTV). The NFL is rumored to be seeking $2.5 billion for the streaming rights, which is $1 billion more than the current price.