×
You will be redirected back to your article in seconds

Britney Spears ‘Not’ Performing at Super Bowl 2018: Pepsi Executive

The head of sports marketing for PepsiCo cleared up a rumor that Britney Spears, who performed at the Super Bowl halftime show in 2001, might be returning to football’s biggest stage in 2018.

“I can tell you it’s not Britney [Spears],” executive Justin Toman told MAC Presents founder Marcie Allen, who asked for a hint about next year’s music performer during a panel she moderated on “The Brand Perspective” at the Venues Now Conference, held in Beverly Hills on July 12 (the conference continues through Friday, July 14). “We’ll reveal in due time,” he teased, adding that performer “rumors always start around this time.”

Indeed, scores of reports this week cited a desire by Spears’ “team” to headline the 2018 game. In the New York Daily News, an insider is quoted arguing that “She has the hits package and appeal to be a headliner.” It is also claimed that the singer is in “serious talks” for the gig.

The NFL and its broadcast and corporate partners are notoriously tight-lipped about music bookings as they applie to the halftime show, but Toman did reveal a bit about the process. “It’s us, the artist and the NFL, and at the end, everybody has to align,” he said, further explaining that the NFL “contracts the performance” and “no money is exchanged.” As a big brand, “finding the mutual shared win” is the goal,” said Toman.

The last time Spears performed on the Super Bowl, she was joined by then boyfriend Justin Timberlake and his group NSync along with rock band Aerosmith. The game, between the Baltimore Ravens and the New York Giants, ended with the Ravens winning 34-7.

Variety has reached out to Spears’ camp for comment.

More Music

  • Greta Von Fleet - Jake KiszkaGreta

    Greta Van Fleet Put Spotlight on Solos at Asbury Park Tour Stop

    Michigan rockers Greta Van Fleet brought their “March of the Peaceful Army” tour to the Jersey Shore on Saturday night, performing at the legendary Asbury Park venue the Stone Pony’s Summer Stage. The band packed the outdoor venue on a moonlit, summer-seeming night in what staffers said was the series’ fastest-selling concert to date, with [...]

  • Madonna

    Madonna's Madame X Tour Adds New York, Chicago and L.A. Dates

    Madonna has added additional shows to her upcoming Madame X tour. Nine newly booked dates have been announced for New York, Chicago and Los Angeles. The Queen of Pop adds five additional New York concerts at the Howard Gilman Opera House, which will take place between Oct. 2 to 7; two extra shows will take [...]

  • Doug Davis and Jodie ShihadehVariety Power

    Jodie Shihadeh Named Partner at The Davis Firm

    Jodie Shihadeh has been named Partner at The Davis Firm, PLLC. She joined the firm in 2011 and rose from associate to Managing Attorney and now partner. She graduated from Boston College and received her law degree from Fordham University School of Law in 2011. While still in law school she interned in the Business [...]

  • ZZ Top, Caesars Entertainment Team on

    ZZ Top, Caesars Team for Jukebox Musical 'Sharp Dressed Man' (EXCLUSIVE)

    Rock and Roll Hall of Fame inductees ZZ Top and Caesars Entertainment are developing “Sharp Dressed Man,” a jukebox musical set to open next year in Las Vegas featuring the band’s greatest hits. Members Billy Gibbons, Dusty Hill and Frank Beard are all serving as executive producers. “Sharp Dressed Man” is described as an “outrageous, [...]

  • Dakota Johnson Tracee Ellis Ross

    Dakota Johnson, Tracee Ellis Ross Co-Starring in Comedy 'Covers'

    Dakota Johnson and Tracee Ellis Ross will co-star in “Covers,” a comedy set in the music scene in Hollywood. “Late Night” director Nisha Ganatra is helming from a screenplay by Flora Greeson. Focus Features is partnering with Working Title Films on the movie. Working Title’s Tim Bevan and Eric Fellner will produce with Alexandra Loewy [...]

  • Academy of Country Music CEO Pete

    Academy of Country Music CEO Pete Fisher Exits; RAC Clark Named Interim Chief

    The CEO of the Academy of Country Music, Pete Fisher, has exited after two and a half years at the helm of the organization behind the annual ACM Awards. RAC Clark, the executive producer of the CBS broadcast, has been named interim executive director, effective immediately. No reason was given for the change at the [...]

  • Lumineers Explore Spiral of Addiction With

    Lumineers Explore Spiral of Addiction With Shocking New Series of Music Videos

    Last month, the Lumineers debuted their raw, emotive new single “Gloria” with an intimate performance on “The Late Show with Stephen Colbert,” complete with a living room stage design and vintage home movies looping in the background. The nostalgic, homegrown feel was intentional — an overt nod to their upcoming concept album, “III,” set for [...]

More From Our Brands

Access exclusive content