Apple Music to sponsor Super Bowl halftime show

Amid a bidding war over one of the NFL's most lucrative packages, are live sports the next phase of the streaming war?
3:03 | 09/27/22

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Transcript for Apple Music to sponsor Super Bowl halftime show
- A big score for Apple, taking over as the sponsor of the Super Bowl halftime show. It's all part of Apple's game plan to be in big business with the NFL. But right now, all the chatter is about who will be the headliner? ABC'S Reena Roy has the story for us. Reena, good morning. - Hey, Whit, good morning to you. Yeah, the Super Bowl might be almost five months away. But you better believe the internet is buzzing, especially with Apple now behind the halftime show. People already throwing their theories out there about who might be taking the stage, but for now, they're just rumors. - One, two, three, four! - Beyoncé-- - (SINGING) Got me looking so crazy right now-- (SPEAKING) How y'all feel? - J.Lo-- - (SINGING) you're a party freak, then step on the floor-- - Prince and Lady Gaga-- - (SINGING) Poker face-- - (SINGING) She is gonna love nobody-- - The Super Bowl halftime show is perhaps the world's biggest stage. - Let's go! - This year alone drawing in more than 120 million viewers. And now, a big sponsorship shakeup for Super Bowl 57 could be a game changer. This time around, Apple will sponsor the halftime show, Pepsi's longtime partnership with the NFL coming to an end. - It's going to really help bring the entertainment value up, because of the fact that Apple is Apple, and they have been ahead of the curve when it comes to how we receive our music. - The announcement sending the internet into a frenzy, fans buzzing about potential halftime show headliners. - (SINGING) Are you ready for it? - All eyes were on pop star Taylor Swift after fans pointed out the NFL announcement happened at the same time she usually releases new music-- at midnight. The singer's upcoming album is also titled Midnights, but unfortunately for the Swifties out there, that's reportedly not the case. - There's so many different performers that I'm excited that could possibly perform. We haven't seen Drake do a halftime show yet for the NFL. Harry Styles-- I mean, we just saw him shut down the Madison Square Garden with his 15 straight shows where we saw the Harry Styles banner hung in MSG just this past week. - No word yet from the NFL, but we do know Jay-Z and his company Roc Nation will likely take the lead on picking performers, as they have in recent years. The mogul eager for halftime performers to connect with host city citizens. Off stage, billion-dollar streaming wars are heating up, with big tech companies competing for the rights to one-stop-shop-streaming service NFL Sunday Ticket. Apple Google, Amazon, and ESPN all going head to head. - We're going to start seeing streaming services getting more into the business of sports. It's kind of a new frontier. This is one of the crown jewels of what you want to have under your umbrella if you're any streamer. - And it's not just football that companies are fighting over. We're seeing similar streaming wars with Major League Baseball, Formula One racing, and college conferences. As he said, guys, this is really the new frontier, and these tech giants are keeping their eyes on the prize. - And trying to keep our eyes on their product. Reena, thank you so much.

This transcript has been automatically generated and may not be 100% accurate.

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