The NFL selected Bad Bunny as the 2026 Super Bowl halftime headliner, immediately sparking backlash from conservative commentators over the choice of a Spanish-language artist.
The league announced on Sunday, Sept. 28 that the Puerto Rican superstar will perform at Super Bowl LX on Feb. 8, 2026 at Levi’s Stadium in Santa Clara, California. The decision breaks new ground, as Bad Bunny becomes the first fully Spanish-language male solo artist to headline the most-watched musical event on American television.
Bad Bunny, born Benito Antonio Martínez Ocasio, has dominated global music charts for the past five years. The 31-year-old artist was Spotify’s most-streamed artist worldwide for three consecutive years from 2020 to 2022, surpassing English-language stars. His albums “Un Verano Sin Ti” and “YHLQMDLG” shattered streaming records and earned him multiple Grammy nominations, including one win for Best Música Urbana Album.
The announcement sparked debate about cultural representation in America’s biggest sporting event. Senior Mau Sanchez Carmona defended the decision, noting precedent for international performers. “I don’t understand why it’s controversial,” Sanchez Carmona said. “There have been other foreign performers before.” What many critics overlook is that Puerto Ricans, including Martínez Ocasio, are U.S. citizens by birth, making the ‘foreign artist’ label factually incorrect.
The NFL’s decision reflects shifting demographics and business strategy. Latinos make up 19 percent of the U.S. population, representing 62.5 million people. The NFL has actively courted Hispanic audiences through its “Por La Cultura” campaign, Spanish-language broadcasts on networks like Telemundo and Televisa Univision and expanded content targeting Latino viewers.
Senior Neysa Thota praised the decision as both culturally significant and commercially smart. “It’s great that they’re inviting Bad Bunny to perform, as Spanish is one of the most spoken languages in America and there’s a huge Latino demographic in the US,” Thota said. “It also makes sense because the Super Bowl wants to tap into newer demographics.”
However, Thota predicts resistance from traditionalists. “There will be pushback when Bad Bunny performs as people may think he caters too much to a specific audience, but I think that’s what the NFL wants to achieve,” she said. “There might be a lot more of the U.S. Latino population watching this NFL because of Bad Bunny, even if his performance may make some others unhappy.”
The halftime show regularly draws over 100 million viewers. Recent performers include Rihanna, Usher, Kendrick Lamar and, in 2020, Shakira and Jennifer Lopez. While Shakira and Lopez incorporated Spanish into their 2020 performance, they primarily performed English-language hits like “She Wolf,” “Hips Don’t Lie,” and “Jenny from the Block.”
Bad Bunny’s selection signals the NFL’s recognition of Latin music’s mainstream dominance. Latin music revenue in the U.S. grew 16 percent in 2023 to $1.4 billion, outpacing overall industry growth. Artists like Bad Bunny have proven that Spanish-language music can achieve massive crossover success without compromising cultural authenticity.
The performance will air during halftime of the championship game, sponsored by Apple Music under its multi-year partnership with the NFL. Bad Bunny has not revealed details about potential guest performers or setlist choices.
