Singer Bruno Mars performs during the halftime show at Super Bowl XLVIII on Feb. 2, 2014, at t MetLife Stadium in East Rutherford, New Jersey. PAUL BUCK / EPA

The halftime show at the Super Bowl is coveted by artists in the music industry, but this year the National Football League is asking potential performers to pay to play the high-profile gig, according to The Wall Street Journal. The proposition has returned frosty responses from the three final candidates: Coldplay, Rihanna, and Katy Perry. The NFL does not usually pay the act that performs during the halftime ceremony, but has covered travel and production expenses, which can run into the multimillion-dollar range, The Journal reported.

Joanna Hunter, a spokeswoman for the NFL, said the league's goal is "to put on the best show possible." A valuable promotional opportunity, the halftime show drew a record 115.3 million viewers last February when the Red Hot Chili Peppers and Bruno Mars took the stage. Some artists have used this platform to announce upcoming tour dates and boost ticket sales. Many also see a spike in CD and download sales directly after the performance. The Super Bowl will be held outside of Phoenix on Feb. 1, 2015.

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The NFL has asked Rihanna, Katy Perry and Coldplay for money in exchange for a #SuperBowl performance: http://t.co/RG0HR3jYv7 — Rolling Stone (@RollingStone) August 19, 2014

If no professional artists step up, I'll do "Should Have Been a Cowboy" at Super Bowl halftime show. Should be there in uniform already... — Eric Wood (@EWood70) August 19, 2014

— CNBC.com