The excitement is building as the Benito Bowl merchandise extravaganza has officially launched in anticipation of Bad Bunny’s highly anticipated Super Bowl LX halftime show. The renowned Puerto Rican artist is teaming up with the NFL for a unique two-part merchandise release that intertwines the realms of football, music, and culture.
In collaboration with the music and fashion brand Ceremony of Roses, the first collection, titled “The Fans/Concho Collection,” was made available for pre-order on January 24 at 11 a.m. ET through the NFL’s official online shop. A highlight of this collection is the “Concho,” a Puerto Rican toad that has become synonymous with Bad Bunny’s creative identity. Fans can find an array of merchandise, including hoodies priced at $100, T-shirts for $55, New Era adjustable caps at $60, and plushie keychains at $40, all reflecting the team colors of the 32 NFL franchises.
The hoodies and T-shirts prominently display Concho adorned in NFL uniforms, complete with cleats and a football tucked under one arm. Each item’s design features the team name beneath Concho’s cleats, alongside “Bad Bunny 2026” showcased within a football logo on the left sleeve. On the back, fans will find their team logo, while the New Era hats include similar imagery, with the team logo positioned on the front. The plushie versions depict a helmetless Concho outfitted in team colors, proudly displaying the team logo on its chest.
The second wave of merchandise, titled “Super Tazón,” is set to launch on February 8, shortly after Bad Bunny’s halftime performance. This collection not only celebrates the iconic Super Bowl but also incorporates a Spanish twist, as “Tazón” signifies “bowl” in Puerto Rico and larger Latin American culture. While the specific items in this collection are yet to be unveiled, it promises to be a milestone as it marks the first instance of official NFL Super Bowl merchandise featuring a Spanish translation of the branding.
This latest collaboration continues Bad Bunny’s history with New Era, following the successful releases of exclusive New York Yankees and New York Mets “Nuevayol” baseball caps during his residency in Puerto Rico last year.
As fans prepare for the Super Bowl, this merchandise drop exemplifies a seamless blend of sports and cultural elements, appealing to a broad audience and celebrating the vibrant connection between music and the NFL.