The decision to feature Bad Bunny as the headliner for the Super Bowl LX halftime show has sparked considerable debate online, with critics seemingly unaware of the NFL’s broader strategy and its history of collaborating with global superstars. This year’s choice is not just about entertainment but also a significant move to enhance the NFL’s international presence.
Bad Bunny, the popular Puerto Rican artist known for his hit “DeBi TiRAR MaS FOToS,” represents a fusion of sports and global culture, potentially bringing in new audiences from around the world. This aligns with the NFL’s ambition to expand its international fan base, especially seeing what FIFA has achieved with soccer.
Sam Sanders, host of KCRW’s “The Sam Sanders Show,” highlighted that the league is observing the success of international sporting events and emulating that model. Starting in the 2026 football season, the NFL plans to host regular-season games in diverse cities including London, Madrid, Melbourne, Mexico City, Munich, Paris, and Rio de Janeiro, a clear indication of its intent to become a truly global brand.
The statistics from previous international games are promising. In 2025, NFL Network reported that six international games averaged 6.2 million viewers, the highest season average for international games on record. Sanders noted that leveraging a globally recognized figure like Bad Bunny, who sings in Spanish, can attract a broader audience and enhance viewership during one of the world’s most-watched events.
Historians like Jorell A. Meléndez-Badillo suggest that the NFL’s choice reflects a strategic marketing decision to engage with the Hispanic community and tap into Bad Bunny’s massive international appeal. In his view, this choice does not just celebrate diversity but also paves the way for a more inclusive atmosphere within the NFL.
Overall, Bad Bunny’s participation in the Super Bowl halftime show is set to not only entertain but also promote a positive connection between football and diverse cultures, potentially attracting a wider audience to the sport. This approach may yield long-term benefits for the NFL as it evolves to embrace a more global identity.