Bad Bunny to Headline 2026 Super Bowl Halftime Show

Bad Bunny will perform the halftime show at Super Bowl LX on February 8, 2026, in Santa Clara, California, at Levi’s Stadium.

Photo Credits: Press

His selection marks a striking alignment between Latin music’s commercial ascent and mainstream U.S. cultural platforms. The collaboration involves the NFL, Apple Music, and Roc Nation, with Jesse Collins and Roc Nation serving as executive producers.

Bad Bunny with an estimated net worth of $50 milllion, framed the opportunity as more than performance. He said:

“What I’m feeling goes beyond myself … this is for my people, my culture, and our history. Ve y dile a tu abuela, que seremos el HALFTIME SHOW DEL SUPER BOWL.” 

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This announcement consolidates several trends.

First, Latin music’s global market strength now earns it spots in “tentpole” events. Bad Bunny had a massive residency in Puerto Rico and leads in Latin Grammy nominations this year.

Second, this will likely reshape how brands and media view audience segmentation. The Super Bowl halftime show has an enormous reach. Earlier headliners like Kendrick Lamar in 2025 have drawn record streaming and viewership numbers.

Third, his acceptance underscores a negotiation between commercial appeal and cultural identity. Bad Bunny has publicly limited U.S. tour dates, citing fears of immigration enforcement by ICE at concerts. 

Some observers will view his Super Bowl performance as a gesture of symbolic intervention rather than commercial compromise.

However, there are some questions like:

1. Will Bad Bunny insist on creative control?
2. Will the show lean into political themes?
3. Can Latin streaming spikes translate into sustained U.S. market growth?

And the answers will be available only after the show starts, and as of the current situation, his stage presence and global pull suggest he’ll demand more than a token representation.

If executed well, this performance could further tilt executive culture toward viewing Latin artists not as regional acts but as global headliners. As Bad Bunny is set to charge around $1,500,000 to $1,999,999 for this show, as per Celebrity Talent International.

At the same time, the NFL and brand partners must manage risk perception. A high-stakes show with a more politicized image carries both reward and scrutiny. This collaboration will be a test case for how mainstream U.S. platforms integrate artists whose identities bring both cultural capital and friction.

Bad Bunny’s Super Bowl gig may do more than entertain millions. It could redefine how global music intersects with commercial spectacle and show whether cultural authenticity can coexist with mass appeal on the biggest stage of all.