Bad Bunny's Super Bowl Halftime Show Seen as Brilliant Business Move by NFL

The decision to feature the Puerto Rican superstar performer reflects the league's strategy to cater to diverse global audiences.

Feb. 4, 2026 at 10:15pm

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The NFL's choice to have Bad Bunny, the Puerto Rican music sensation, perform at the Super Bowl halftime show is being viewed as a savvy business move by the league. Experts say it will help the NFL reach a larger and more global audience, particularly in the fast-growing Hispanic/Latino market. Bad Bunny was the top-streamed artist globally on Spotify in 2025, and his residency concerts in Puerto Rico generated an estimated $200 million in economic impact. The NFL has been steadily increasing its Spanish-language broadcasts of the Super Bowl, which have seen significant viewership growth.

Why it matters

Featuring Bad Bunny, who will perform in Spanish, is part of the NFL's broader strategy to cater to diverse demographics and expand its global reach. The Hispanic/Latino audience is the fastest-growing segment in the U.S., making this a savvy business decision to engage that market. It also builds on the league's recent efforts to increase Spanish-language Super Bowl broadcasts, which have seen viewership soar.

The details

Bad Bunny, whose real name is Benito Antonio Martínez Ocasio, is one of the biggest global music stars, topping Spotify's 2025 list. His album 'DeBÍ TiRAR MáS FOToS' was the top album. Experts say his Super Bowl performance, which will be in Spanish, will likely draw many viewers in Latin America and the U.S. Hispanic/Latino community who may not normally watch the game. Last year, Bad Bunny's residency concerts in Puerto Rico generated an estimated $200 million in direct economic impact.

  • The NFL began televising the Super Bowl in Spanish in 2014.
  • Last year's Spanish broadcast on Telemundo and Fox Deportes drew 1.9 million viewers, up 340% from the first Spanish broadcast in 2014.

The players

Bad Bunny

A Puerto Rican music superstar whose real name is Benito Antonio Martínez Ocasio. He was the top-streamed artist globally on Spotify in 2025 and his album 'DeBÍ TiRAR MáS FOToS' was the top album.

Roger Goodell

The NFL Commissioner, who has remained firm in the decision to have Bad Bunny perform at the Super Bowl halftime show, stating that "Bad Bunny is one of the great artists in the world."

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What they’re saying

“You may have people watching the Super Bowl in all of Latin America who usually wouldn't watch it, as a business decision, this is absolutely brilliant.”

— Amílcar Barreto, Northeastern University professor of cultures, societies, and global studies (Front Office Sports)

“The Hispanic audience is still the largest growing demographic in the United States, and whether they are English first or Spanish first doesn't really matter.”

— Joe Favorito, Sports media consultant (Front Office Sports)

“One of the biggest focuses for the NFL is reaching a larger audience, so you can't deny the Spanish-language, Hispanic, Latino audience — however we want to identify. I think it's serving exactly what the NFL is wanting to do.”

— Angelina Losada, VP, Fox Deportes (Front Office Sports)

What’s next

The NFL has announced its slate of international games for the 2026 season, which includes games in Mexico City and Rio de Janeiro, further expanding the league's global reach.

The takeaway

By featuring Bad Bunny, a global Latin music superstar, the NFL is making a strategic move to engage the fast-growing Hispanic/Latino audience both in the U.S. and internationally. This reflects the league's broader efforts to cater to diverse demographics and expand its global footprint.