Apple wins the Super Bowl in the first half as big tech expands sports pressure

Apple wins the Super Bowl in the first half as big tech expands sports pressure

Updated at 10:18AM EST

apple (AAPL) He appears to have stolen a run on his big tech rivals in the bidding war for the rights to the NFL Sunday Ticker programming package after reaching a deal late Thursday to sponsor the Super Bowl halftime show.

The National Football League said it has reached a multi-year agreement with Apple Music for the event, usually the most-watched of the year, which will take place with the AFC Championship in February. PepsiCo (PEP) The 10-year sponsorship deal expired in 2022.

The LVII Super Bowl is scheduled to take place on February 12 at State Farm Stadium in Glendale, Arizona.

Financial terms were not disclosed by Apple or the NFL, but a report from Sportico indicates that a five-year title sponsorship deal will cost the world’s largest tech company about $250 million.

“We are proud to welcome Apple Music into the NFL family as our new partner for the Super Bowl Halftime Show,” said Nana-Yaw Asamoah, senior vice president of partnership strategy for the NFL. “We couldn’t think of a partner more suited to 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.”

Apple shares were down 1.9% in early trading Friday to trade at $146.77 per share. Amazon shares fell 2.9 percent to $113.95, while Google shares fell 1.6 percent to $98.56 each.

Apple, as well as Amazon (AMZN) and google (The Google) They are said to be interested in the right to the Sunday Ticket package, currently offered by DirectTV, when this two-decade deal expires at the end of this season. It is estimated that the Sunday Ticket package could come in at a price of $2.5 billion annually.

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Amazon has already dug its toe into the waters of streaming live sports, and recently paid $1 billion for the rights to broadcast Thursday night matches over the next eleven years.

Amazon said its Thursday football debut last week sparked a record number of subscriptions to Amazon Prime, its annual membership and streaming service, over the three-hour period that aired the league’s opening game between the Kansas City Chiefs and Los Angeles. Chargers.

Reports suggest that the game attracted just over 13 million viewers — about 12 million of whom watched the game through Amazon streaming — a number that was nearly double the NFL Network’s numbers from the opening game in 2021.

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