The announcement of Bad Bunny as the headliner for the Super Bowl LX halftime show has ignited significant discussion online, with some critics missing the broader context of the NFL’s strategy and its history of partnering with global icons. This decision extends beyond mere entertainment; it marks a pivotal step in the league’s efforts to enhance its international footprint.
Bad Bunny, a renowned Puerto Rican artist famous for tracks like “DeBi TiRAR MaS FOToS,” embodies a unique blend of sports and global culture, which could help draw in new audiences worldwide. This aligns with the NFL’s goal of broadening its international following, particularly in light of the success FIFA has enjoyed with soccer.
Sam Sanders, host of KCRW’s “The Sam Sanders Show,” pointed out that the NFL is keenly observing the successes of international sporting events and is adopting a similar model. The league’s plans, set to launch in the 2026 football season, include hosting regular-season games in cities such as London, Madrid, Melbourne, Mexico City, Munich, Paris, and Rio de Janeiro. This initiative clearly reflects the NFL’s desire to grow as a global brand.
The data from previous international games suggests a promising outlook. In 2025, NFL Network reported that six international games averaged 6.2 million viewers, marking the highest season average for international games to date. Sanders emphasizes that tapping into a globally recognized artist like Bad Bunny, who performs in Spanish, can broaden the audience and boost viewership for an event as widely watched as the Super Bowl.
Experts like historian Jorell A. Meléndez-Badillo argue that the NFL’s decision is a tactical marketing move aimed at engaging the Hispanic community and harnessing Bad Bunny’s extensive international reach. This move not only champions diversity but is also seen as a step towards creating a more inclusive environment within the NFL.
Ultimately, Bad Bunny’s involvement in the Super Bowl halftime show stands to offer more than just entertainment; it aims to forge positive connections between football and diverse cultures, likely attracting a wider audience to the sport. This strategy may deliver significant long-term advantages for the NFL as it seeks to establish a more global identity.