Bad Bunny's Super Bowl Halftime Show Draws Massive Viewership, But No Mega Payday

The global superstar's 13-minute performance nearly broke records, but he reportedly walked away without a traditional multi-million dollar appearance fee.

Published on Feb. 12, 2026

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While Bad Bunny's Super Bowl LX halftime show performance nearly broke records with 128.2 million viewers, the global superstar reportedly did not receive a traditional multi-million dollar performance fee. The NFL maintains a long-standing policy of not paying its headlining talent a traditional salary, instead covering production costs and expenses. Past headliners have received union-required minimum fees around $1,000 per day, with the real financial incentive lying in the subsequent surge in music consumption after the show.

Why it matters

The Super Bowl halftime show is one of the most high-profile musical performances in the world, with massive viewership and cultural impact. While the exposure and brand boost are valuable for artists, the lack of a traditional multi-million dollar payday highlights the unique nature of the NFL's halftime show model and the broader economics of major live events.

The details

Bad Bunny's 13-minute halftime show performance secured the fourth spot on the list of most-viewed Super Bowl halftime shows. However, the global superstar reportedly did not receive a traditional multi-million dollar appearance fee. The NFL covers the costs of production, including the stage, lighting, and outfits, but does not pay the artists a performance salary. Past headliners have received union-required minimum fees around $1,000 per day, with the real financial incentive lying in the subsequent surge in music consumption. Bad Bunny saw a spike of 98 million on-demand streams on the Monday after the game.

  • Bad Bunny's Super Bowl LX halftime show performance took place on February 8, 2026.
  • The performance drew 128.2 million viewers, nearly breaking records.

The players

Bad Bunny

A global superstar musician who performed the Super Bowl LX halftime show.

NFL

The National Football League, which maintains a policy of not paying its headlining halftime show talent a traditional performance fee.

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What they’re saying

“We do not pay the artists. We cover expenses and production costs.”

— NFL spokesperson (Forbes)

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

The takeaway

The lack of a traditional multi-million dollar payday for Bad Bunny's Super Bowl halftime show performance highlights the unique nature of the NFL's model, where the exposure and brand boost are the primary incentives for artists rather than a massive appearance fee. This reflects the broader economics of major live events, where the downstream impact on music consumption can be more valuable than the upfront performance compensation.