Apple Music replaces Pepsi, which sponsored the show for the past 10 years. Apple Music will be the new sponsor of the Super Bowl halftime show. The multi-year sponsorship will begin with this season’s Super Bowl on Feb. 12 in Glendale, Arizona. Apple is also negotiating with the NFL for the rights to the “NFL Sunday Ticket” package of Sunday games that do not air in a viewer’s home market as Amazon, Google and the Walt Disney Co.  compete for the package . Why do you think that the technology giants are competing for the market sponsorship ?

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