"I can tell you it's not Britney," Pepsi's sports marketing director Justin Toman said at VenuesNow Conference in Los Angeles, according to Ace Showbiz.
"We'll reveal in due time. Rumours always start around this time."
Britney has been rumoured to headline Super Bowl over the past few years.
"Yes, I would probably do that," she had said last year.
Next year's game is scheduled to take place in Minneapolis on February 4. Lady Gaga rocked the halftime show this year.
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