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Britney Spears Is Not Playing the Super Bowl, Says Pepsi Exec

Britney Spears performs during the Now! 99.7 Triple Ho Show 7.0 at SAP Center on Dec. 3, 2016 in San Jose, Calif.
C Flanigan/FilmMagic

Britney Spears performs during the Now! 99.7 Triple Ho Show 7.0 at SAP Center on Dec. 3, 2016 in San Jose, Calif. 

"That rumor happens at this time every year."

Britney Spears will not be performing at next year's Super Bowl, despite recent rumors to the contrary. 

That comes according to Justin Toman, Pepsi sports marketing director, at the VenuesNow Conference in Los Angeles on Wednesday (July 12). 

The comment came during a brand panel moderated by MAC Presents president Marcie Allen, who asked Toman who the big game's headlining act would be. 

"I can tell you it's not Britney," he replied, according to a tweet from MAC Presents' Andrew Hampp. "That rumor happens at this time every year."

Billboard had reached out to Spears' rep previously but he declined to comment. 

Roman spoke with Billboard earlier this year ahead of the Pepsi Zero Sugar Super Bowl LI Halftime Show, which he helped mastermind and he explained what goes into their selection of Super Bowl performers. 

"It's one of those cases where you look at the small set of the people that could pull that kind of a show off," he said. "Sets up in seven minutes, it's a 12-minute show, and they have to break it all down again in seven minutes. In those 12 minutes of the show, someone has to deliver power, punch, performance, singing, lights.... who has the reach, the social following, the album sales, who's trending, who's in cycle?" 

Super Bowl 52

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