Lady Gaga’s Super Bowl halftime show was announced way back in September, and the day is finally .

That group includes Emma Quigley, Pepsi’s North American head of music, and Justin Toman, Pepsi sports marketing director, who helped mastermind the Pepsi Zero Sugar Super Bowl LI Halftime Show and can’t take their eyes off the ball to celebrate even for one very super night.

Billboard sat down with the executives Saturday night before the big game – and the big show – to find out how they pick the perfect performer, why this year’s show is “Uniquely Lady Gaga” and, yes, even thinking ahead to 2018.

Why did Lady Gaga make sense for this year’s halftime show?

Having seen the rehearsal and seeing the show take shape – you know, the Pepsi Super Bowl halftime show has really become the Super Bowl of music performances.

Pepsi has been spearheading the halftime show since 2013 and your deal was just renewed last year.