Bad Bunny Delivers Landmark Latin Music Celebration at Super Bowl Halftime Show

The global superstar's performance becomes the most-watched halftime show ever with 135.4 million viewers.

Feb. 10, 2026 at 11:07pm

Got story updates? Submit your updates here. ›

In a groundbreaking Super Bowl halftime show, global Latin music superstar Bad Bunny delivered a full-scale celebration of Puerto Rican culture, identity, and joy. Performed entirely in Spanish, the set transformed the football field into immersive environments inspired by the island's countryside, neighborhood businesses, and communal gathering spaces. The performance was executive produced by Roc Nation and brought to life by Bad Bunny and Rimas Entertainment, with creative direction from Harriet Cuddeford, show design by Yellow Studio, art direction by Leticia Leon, and choreography by Charm La'Donna and Karina Ortiz.

Why it matters

Bad Bunny's halftime show marked the first time a performance entirely in Spanish has been featured at the Super Bowl, representing a significant milestone for Latin music and culture on the global stage. By centering Puerto Rican identity and celebrating the diversity of the Latin diaspora, the show challenged traditional notions of what the Super Bowl halftime can and should be, delivering a powerful message of inclusion, representation, and pride.

The details

The production featured a variety of immersive set pieces and vignettes, including a sugarcane field, a casita (traditional Puerto Rican home), a nail salon, a boxing gym, a taco stand, and a wedding ceremony. Bad Bunny was joined by a number of special guests, including Cardi B, Jessica Alba, Pedro Pascal, Karol G, and a surprise performance by Lady Gaga. The show also included nods to Puerto Rican culture, such as the inclusion of a parranda (traditional Puerto Rican holiday celebration) and the raising of flags representing various Latin American and Caribbean countries.

  • The Super Bowl halftime show took place on February 11, 2026.
  • Bad Bunny's performance became the most-watched halftime show of all time with 135.4 million viewers.

The players

Bad Bunny

A global Latin music superstar and the first artist to perform a Super Bowl halftime show entirely in Spanish.

Roc Nation

The entertainment company that executive produced the halftime show in partnership with the NFL.

Rimas Entertainment

The record label that collaborated with Bad Bunny and Roc Nation to bring the halftime show to life.

Harriet Cuddeford

The creative and show director for the halftime performance.

Tribe Inc.

The production design company that led the overall production of the halftime show.

Got photos? Submit your photos here. ›

What they’re saying

“Bad Bunny's halftime performance wasn't just entertainment. It was a masterclass in story-telling—where joy spoke louder than language ever could. It proved that identity doesn't need to be diluted for a global stage.”

— Mia Plimmer, Associate Director of Client Experience, XD Agency

“Bad Bunny took a chance by foregoing past halftime show production and staging templates. Instead, he courageously offered the audience a textured and deeply personal performance by recreating an immersive island setting.”

— Ny Whitaker, Founder and Chief Strategist, PROJET NYNE LLC

What’s next

The success of Bad Bunny's halftime show is expected to pave the way for more diverse and culturally-specific performances at future Super Bowls, further expanding the representation of Latin music and artists on the global stage.

The takeaway

Bad Bunny's halftime show at the 2026 Super Bowl marked a groundbreaking moment for Latin music and culture, delivering a joyful, authentic, and unapologetically Puerto Rican celebration that resonated with audiences around the world. By centering his identity and heritage, Bad Bunny proved that cultural specificity can create universal resonance, challenging traditional notions of what the Super Bowl halftime can and should be.