Apple Music Lands Historic Super Bowl Halftime Show with Bad Bunny

The music streaming service's first year as title sponsor features the first Latino artist to headline the big game.

Feb. 5, 2026 at 3:31pm

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The Super Bowl LX halftime show is shaping up to be a landmark event, with Puerto Rican superstar Bad Bunny tapped by title sponsor Apple Music to take the stage. Bad Bunny will be the first Latino artist to headline the coveted halftime slot, and he will perform the majority of the show in Spanish - a move that has sparked some controversy among more conservative viewers. Bozoma Saint John, a former Pepsi executive who played a key role in booking Beyoncé's historic 2013 halftime show performance, explains the intricate process of securing a superstar act and the marketing benefits that come with the high-profile gig.

Why it matters

The Super Bowl halftime show has evolved significantly over the past decade, shifting from an event traditionally dominated by veteran superstars to one that now features a more diverse and contemporary lineup of acts. Bad Bunny's selection as the first Latino headliner represents an important milestone in the show's efforts to reach new, global audiences beyond the typical football fan base. As a title sponsor, Apple Music's involvement also signals the growing influence of music streaming platforms in shaping one of the biggest annual events in entertainment.

The details

Bad Bunny's historic performance will mark the first time the majority of the Super Bowl halftime show will be performed in Spanish. The move has drawn some criticism from more conservative viewers, but it aligns with the NFL's push to expand the game's reach to new, diverse audiences. Under the leadership of Roc Nation starting in 2019 and now with Apple Music as the title sponsor, the halftime show has featured a more eclectic mix of acts from hip-hop, R&B and Latin music in recent years, including Usher, Dr. Dre, Mary J. Blige, Kendrick Lamar and Bad Bunny.

  • Super Bowl LX will stream live on NBC, Telemundo and Peacock on Sunday, February 8, 2026.
  • Bad Bunny has been tapped by title sponsor Apple Music to headline the halftime show.

The players

Bad Bunny

A Puerto Rican rapper, singer and songwriter who will be the first Latino artist to headline the Super Bowl halftime show.

Bozoma Saint John

A former Pepsi executive who played a key role in booking Beyoncé's landmark 2013 Super Bowl halftime show performance.

Apple Music

The music streaming service that is the new title sponsor of the Super Bowl halftime show, replacing Pepsi.

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What they’re saying

“I think people take very much for granted that there hadn't been a black woman performing on that stage since Janet Jackson, and that had been ten years.”

— Bozoma Saint John, Former Pepsi Executive (Billboard)

“The halftime show performance is about 13 minutes long. And while you're on stage, yes, of course, people are watching, etc., but you gotta depend on that marketing engine of the brand to push whatever else it is that you want.”

— Bozoma Saint John, Former Pepsi Executive (Billboard)

What’s next

The NFL and Apple Music will continue to promote Bad Bunny's historic halftime show performance in the lead-up to Super Bowl LX.

The takeaway

Bad Bunny's selection as the first Latino artist to headline the Super Bowl halftime show represents an important milestone in the event's evolution, as the NFL and its partners work to expand the game's reach to more diverse global audiences beyond traditional football fans.