Bad Bunny to Perform Unpaid at Super Bowl Halftime Show

The real payout comes after the show in increased album sales, streams, and followers.

Published on Feb. 8, 2026

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Six-time Grammy winner Bad Bunny is set to perform at the Super Bowl LX halftime show, but he won't receive a massive paycheck for it. That's because Super Bowl halftime performers don't get paid beyond a small union-mandated rate. The NFL and Apple Music will cover production costs, which can be millions of dollars, making the performance itself essentially 'free' for the artist. However, the real pay comes in the exposure, as the high visibility can lead to increased album sales, streaming numbers, ticket sales, and social media followers.

Why it matters

The Super Bowl halftime show is one of music's biggest marketing opportunities, with over 133.5 million viewers last year. While Bad Bunny won't get paid directly, the exposure can lead to a significant boost in his career, as seen with past performers like Kendrick Lamar and Rihanna.

The details

Bad Bunny, who recently won Album of the Year at the Grammys, said he wasn't looking to perform at the Super Bowl but the opportunity came to him. He sees it as a chance to showcase his Grammy-winning album 'DeBÍ TiRAR MáS FOToS' and connect with his roots and culture on one of the biggest stages in the world.

  • Bad Bunny is set to perform at the Super Bowl LX halftime show on February 8, 2026.

The players

Bad Bunny

A six-time Grammy winner and one of the most famous artists in the world.

NFL

The National Football League, which organizes the Super Bowl and halftime show.

Apple Music

The sponsor of the 2026 Super Bowl halftime show.

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What they’re saying

“When you have an opportunity as an artist to stand on a stage and reach 250 million people at one time...and that's not counting the addition of social and streaming and the ability for people to go back and re-watch, I think that it is one of the most important stages in live entertainment.”

— Jon Barker, NFL's senior vice president and global head of major events (The New York Times)

“It's the most special project that I've ever done, because it brought me to here. I wasn't looking for anything; I wasn't looking for Album of the Year at the Grammys and the Latin Grammys. I wasn't looking to perform at the Super Bowl Halftime Show. I just was looking to connect with my roots, with my people more than ever, connect with myself, with my history, with my culture.”

— Bad Bunny (Pregame press conference)

The takeaway

While Bad Bunny won't receive a direct payout for his Super Bowl halftime show performance, the massive exposure and potential boost to his career in terms of album sales, streams, and followers makes it a valuable opportunity that many artists still seek out, despite the lack of a large paycheck.