The NFL's selection of Bad Bunny as the headliner for the Super Bowl LX halftime show Sunday at Levi's Stadium in Santa Clara, California, is a strategic business move to accelerate the league's global expansion, despite sparking significant political backlash from conservative figures.
Bad Bunny, the world's top-streamed artist and a four-time Spotify Global Top Artist (including beating Taylor Swift in 2025), brings massive international appeal as a proud Puerto Rican who performs primarily in Spanish.
His historic achievements include the first all-Spanish album nominated for Grammy Album of the Year ("Un Verano Sin Ti") and a recent win for Album of the Year with “Debí Tirar Más Fotos” at the Grammys.
According to USAToday, experts like Loyola Marymount professor Vanessa Díaz describe him as a cultural icon who makes Latinos and Puerto Ricans proud, while his superstar status aligns perfectly with the NFL's aim to reach non-English-speaking markets.
However, the decision has become highly politicized.
President Donald Trump called it "absolutely ridiculous," while Homeland Security Secretary Kristi Noem warned that ICE agents would be "all over" the event. Conservative commentator Tomi Lahren falsely claimed Bad Bunny is "not an American artist," despite Puerto Ricans being U.S. citizens.
Critics have targeted his Spanish-language music, liberal politics, criticism of immigration policies, and endorsements like his support for Kamala Harris in 2024.
Despite the controversy, NFL leaders, including Goodell, have stood firm, emphasizing Bad Bunny's ability to unite people on the world's biggest stage. The halftime show, sponsored by Apple Music and produced in partnership with Roc Nation, remains on track as a landmark moment for Latin representation—the first solo Spanish-language headliner.