No. 16

VP of entertainment marketing and promotions; director of entertainment and TV programming, NFL

@tracyperlman, @sarahmoll

The Super Bowl halftime show is often the most-watched TV event of the year, according to Nielsen. But the music industry taps into the NFL’s vast audience throughout the year, from national anthem and “America the Beautiful” performances before big games, to televised performances around season kickoff, in September, to an ongoing partnership with artists like Carrie Underwood and Priyanka Chopra, who sing the themes for the NFL’s Sunday and Thursday night football coverage, respectively. And then there’s a week’s worth of activity that will surround the 2014 Super Bowl, where Bruno Mars will headline the Pepsi Halftime Show, a performance booked by NFL director of entertainment and TV programming Sarah Moll. Dozens of acts will play across the New York area ahead of the big game at New Jersey’s Giants Stadium, at events hosted by the NFL’s many sponsors, with the aid of NFL VP of entertainment marketing and promotions Tracy Perlman. “It’s [about] being able to actually touch everyone in the market,” Perlman says. Citi, DirecTV, Bud Light and VH1 are among the big brands prepping pre-Super Bowl concerts, and at press time Moll was seeking the right acts for the Fox pregame show. And though football can be perceived as a male-dominated sport, the NFL’s viewership is 45% women, which explains a recent partnership with CoverGirl and 2013’s power trio of artists. “We had an iconic moment with Jennifer Hudson performing ‘America the Beautiful,’ [followed by] Alicia Keys, and it really doesn’t get any more powerful than Beyoncé during halftime,” Moll says. “It was a great reflection of powerful women.” —Andrew Hampp