Bad Bunny’s selection as the headliner for the Super Bowl LX halftime show has sparked debate among fans and critics alike, with some questioning the choice due to a perceived disconnect between the artist and American football. However, this decision aligns with the NFL’s broader strategy to enhance its global reach and attract a more diverse audience.
The Puerto Rican singer, known for hits like “DeBi TiRAR MaS FOToS,” is not just any artist; he is the biggest pop star globally and sings in Spanish, which opens the door to millions of potential new fans. This choice is expected to elevate the halftime show, drawing attention from audiences beyond the traditional American sports fan base.
Critics who dismiss Bad Bunny’s appeal may be overlooking the NFL’s historic ties to global superstars and the league’s efforts to broaden its appeal outside of the United States. According to Sam Sanders, host of “The Sam Sanders Show,” the NFL has been closely observing the international success of soccer leagues like FIFA. The league aims to replicate that success by hosting regular season games in cities like London, Madrid, Melbourne, and more starting in 2026, a move that demonstrates their ambition to cultivate a worldwide following.
Recent statistics indicate that the NFL’s international games averaged 6.2 million viewers across television and digital platforms in 2025, marking the highest viewership for international games on record. The NFL recognizes that leveraging the star power of an artist like Bad Bunny, who commands a massive global audience, can significantly boost their visibility and engagement on an international scale.
Historian Jorell A. Meléndez-Badillo, who has contributed to Bad Bunny’s content, believes the decision was a calculated marketing move by the NFL. “It makes sense to have a Spanish-speaking artist that just so happens to be the biggest star in the world,” he stated, emphasizing the strategic nature of this choice.
As the NFL continues to explore avenues for growth and engagement with a broader audience, Bad Bunny’s vibrant halftime performance could pave the way for increased international interest in American football, underscoring a future where sports and diverse music intertwine on the world stage.
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