Beginning this season, the ‘Super Bowl Halftime Show presented by Pepsi’ will be no more. Pepsi opted to not renew its 10-year partnership with the NFL to become the official music sponsor of the Super Bowl Halftime Show.

According to Ben Fischer of SBJ, Apple Music is now King Dingaling when it comes to the Super Bowl Halftime Show. They’ve reportedly stepped in to replace Pepsi as the official Super Bowl Halftime Show sponsor in a deal that will run for at least 5 years.

There are tens of millions of Americans who only tune into the Super Bowl for the Halftime Show and commercials. To capture that audience, Apple Music is going to reportedly pay the NFL $50 million/year for each of the five years.

That’s a total of at least $250,000,000 just to have their name attached as ‘presented by’ and on the Halftime Show branding. They’ll still have to fork over millions for commercials during the Super Bowl like everyone else should they also want to run ads.