Bad Bunny at the Super Bowl: A Challenge for the NFL in Political Times
At the end of September, the NFL announced that the renowned Puerto Rican rapper and singer Bad Bunny would be the headlining artist for the Super Bowl halftime show. This decision generated controversy, especially due to the criticisms the artist has expressed towards immigration policies of previous administrations.
United States Secretary of Homeland Security, Kristi Noem, was quick to express her disapproval of this choice. Noem, in statements to a right-wing podcast, called the NFL’s decision a mistake.
They suck, and we will win. They won’t be able to sleep at night because they don’t know what to believe. And they are so weak that we will fix it.
Kristi Noem
Despite the negative reaction, the NFL has maintained its position and supported Bad Bunny’s participation in the February 8th event in Santa Clara, California. This decision marks a contrast with the league’s response to presidential criticisms almost a decade ago, when some players knelt during the national anthem.
Internal league sources indicate that the choice of Bad Bunny responds to a strategic objective: to expand the international and Latin audience of the NFL. The artist, with massive global reach, fits into this vision of growth.El sexto álbum de estudio de Bad Bunny encabezó las listas de Billboard durante cuatro semanas.The NFL has shown a constant interest in expanding its global fan base. In the current season, seven games were played in five international cities: Sao Paulo, Dublin, London, Berlin, and Madrid. In addition, Australia will be added in 2026. NFL Commissioner Roger Goodell has expressed his desire for each team to play a game abroad every year.
Specifically, the league has focused its efforts on growing its Latino audience, both in the United States and in Latin America. Marissa Solis, senior vice president of global and consumer marketing for the NFL, revealed that the Latino community in the United States was identified as a “crucial growth area” several years ago.
In the past, the Super Bowl halftime show has featured Latin artists such as Jennifer Lopez and Shakira, and Bad Bunny also participated in one of them. Javier Farfan, marketing consultant, highlighted that the NFL seeks to connect with the Latin community through these performances.
The NFL’s collaboration with Roc Nation, Jay-Z’s entertainment company, has been key in the selection of halftime artists and in the promotion of initiatives focused on culture and social causes. Although the details of how Roc Nation chooses the artist are not public, Goodell has praised Jay-Z’s understanding of the platform and cultural impact.
Bad Bunny, the most listened-to artist on Spotify in 2025, released his sixth studio album, “Debí Tirar Más Fotos”, which fuses reggaeton with salsa and Puerto Rican genres. The lyrics address themes such as the love for Puerto Rican culture, gentrification, and the desire for the island’s independence. The album topped the Billboard charts for four weeks.
The ad and trailer for the halftime show were filmed in Puerto Rico, at the request of Bad Bunny. The Apple Music trailer shows the artist dancing with people of diverse races, ages, and genders, with the slogan “On February 8th the world will dance.”
The choice of Bad Bunny exposed the NFL to possible criticism due to the artist’s stance on immigration policy. Bad Bunny has expressed concern about potential raids by the U.S. Immigration and Customs Enforcement (ICE) and has criticized the policies of the previous administration.
Additionally, Bad Bunny has used his music to question immigration policies, such as in the video for his song “NUEVAYoL”.
In 2024, Bad Bunny endorsed Kamala Harris, criticizing the Trump administration’s response to Hurricane Maria in Puerto Rico.La Secretaria de Seguridad Nacional de Estados Unidos, Kristi Noem, ha criticado la elección de Bad Bunny para el espectáculo de medio tiempo.Bad Bunny’s response to the criticism was given on the “Saturday Night Live” show.
Former President Donald Trump has also expressed his opinion on Bad Bunny’s election. Mike Johnson, the Speaker of the United States House of Representatives, called the decision “terrible”.
In response, the conservative organization Turning Point USA announced its own halftime show, “The All-American Halftime Show.” Trump has also stated that he will not attend the Super Bowl.
Regarding the presence of ICE at the Super Bowl, authorities have indicated that it is a routine practice and that details about operations or personnel are not disclosed. The NFL has assured that the safety of the fans is its top priority.El comisionado de la NFL, Roger Goodell, ha respaldado la decisión de la liga de elegir a Bad Bunny a pesar de las críticas.Within the NFL, some owners expressed skepticism at the decision to hire Bad Bunny, especially considering the sale of the NFL Network. Goodell has defended the choice, highlighting the artist’s popularity and its potential to attract a global audience.
Dallas Cowboys executive Charlotte Jones supports the choice of Bad Bunny, emphasizing the importance of the Latin fan base and cultural diversity. However, the choice of Bad Bunny has sparked debate over whether it is appropriate for the halftime show to engage in political issues.
The NFL has learned from past experiences and seeks to maintain a non-political stance. The league has been working with the Trump administration on other future events.
The NFL has emphasized that its marketing strategy focused on the Latino community will not change. Farfan, for his part, is not surprised by the criticism, as he believes that everyone has the right to express their opinions.
