The announcement that Puerto Rican superstar Bad Bunny will headline the Super Bowl LX halftime show in 2026 has ignited a cultural and political firestorm, with reactions spanning from jubilant celebration to fierce condemnation. The NFL’s decision, revealed on Sunday, September 28, 2025, places one of the world’s most influential Latin artists on America’s biggest stage, but it’s also triggered a wave of backlash from conservative commentators and MAGA-aligned influencers.
According to Nielsen, the Super Bowl remains the most-watched television event in the United States, routinely drawing more than 100 million viewers each year. The halftime show, in particular, is a coveted platform for artists, offering unparalleled exposure and the chance to shape global pop culture. This year, the NFL, in collaboration with Apple Music and Jay-Z’s Roc Nation, selected Bad Bunny—whose real name is Benito Antonio Martínez Ocasio—to take center stage at Santa Clara’s Levi’s Stadium on February 8, 2026.
Bad Bunny’s star power is undeniable. He’s a three-time Grammy winner, and for three consecutive years, he reigned as Spotify’s most-streamed artist globally, only ceding the top spot to Taylor Swift in 2023. His 2022 album, Un Verano Sin Ti, shattered records to become the most-streamed album on Spotify of all time. More recently, his 2025 release, Debí Tirar Más Fotos, became the first album of the year to surpass 7 billion streams on the platform, as reported by the Los Angeles Times. Beyond streaming, his concerts have had a significant economic impact, boosting Puerto Rico’s GDP by $400 million, according to Axios. His final residency performance in San Juan was the most-watched single artist event ever on Amazon Prime.
Yet, Bad Bunny’s selection has not been universally embraced. The artist, who is known for performing almost exclusively in Spanish and for his outspoken political views, has become a lightning rod for controversy. In recent years, he has voiced strong criticism of U.S. immigration policies and President Donald Trump. Earlier this month, Bad Bunny announced he would skip mainland U.S. dates on his 2025 world tour, citing concerns that Immigration and Customs Enforcement (ICE) agents might conduct raids at his concerts. “There were many reasons why I didn’t show up in the U.S., and none of them were out of hate — I’ve performed there many times,” he told I-D magazine. “But there was the issue of — like, f—ing ICE could be outside [my concert]. And it’s something that we were talking about and very concerned about.”
Bad Bunny’s decision to perform at the Super Bowl, after expressing such concerns, has drawn ire from conservative voices. On X (formerly Twitter), prominent right-wing commentators have lambasted both the NFL and the artist. Podcaster Benny Johnson labeled him a “massive Trump hater” and “anti-ICE activist,” adding, “No songs in English.” Conservative filmmaker Robby Starbuck questioned, “Does this guy really scream American football to anyone? Be for real with me. No one thinks he does. This isn’t about music, it’s about putting a guy on stage who hates Trump and MAGA.” Others, like Greg Price, argued that the NFL’s choice was politically motivated, citing Bad Bunny’s recent statements about ICE and his absence from the U.S. tour circuit.
The backlash has also taken on a cultural dimension. Critics have seized on Bad Bunny’s penchant for challenging gender norms—he’s known to wear dresses and express support for LGBTQ+ rights—as evidence of what they describe as the NFL’s embrace of “woke culture.” Some have gone further, accusing the league of intentionally provoking conservative audiences. One viral post called Bad Bunny a “demonic Marxist who was been granted the largest stage with the greatest audience in the middle of a Christian revival.”
California Governor Gavin Newsom, whose state will host the 2026 Super Bowl, responded to the uproar with humor, telling Johnson to “calm down” and joking, “we all know you listen to Bad Bunny lol.” The NFL itself has declined to comment on the controversy, maintaining its usual stance of letting the show speak for itself.
This is hardly the first time the Super Bowl halftime show has become a battleground for America’s culture wars. Past performances have routinely drawn political scrutiny. Kendrick Lamar’s 2025 show, which featured a politically charged message and a predominantly Black dance crew forming an American flag, led to over 100 complaints to the FCC, with critics claiming there weren’t enough white performers on stage. Beyoncé’s 2016 set, featuring dancers in Black Panther-inspired costumes, was labeled anti-police by some on the right. Even the 2020 performance by Jennifer Lopez and Shakira—which included a cameo by Bad Bunny—sparked debate over political symbolism, particularly a segment highlighting children in cages.
The NFL’s partnership with Roc Nation, established in 2019, marked a significant shift toward more diverse and socially conscious halftime performances. Since then, the league has showcased artists ranging from hip-hop legends like Dr. Dre, Snoop Dogg, and Eminem to global pop icons like Rihanna. The selection of Bad Bunny, the first predominantly Spanish-language artist to headline the show, continues this trend and reflects the growing influence of Latino culture in the United States.
For his part, Bad Bunny has emphasized the significance of the moment for his community. In his first interview after the announcement, he told Apple Music’s Zane Lowe and Ebro Darden, “I’m really excited for my friends, my family, Puerto Rico, all the Latino people around the world. I’m excited about my culture.” In a statement following the NFL’s announcement, he added, “What I’m feeling goes beyond myself. It’s for those who came before me and ran countless yards so I could come in and score a touchdown … this is for my people, my culture and our history. Go tell your grandmother, we will be the Super Bowl halftime show.”
Jay-Z, whose company curates the halftime show, praised Bad Bunny’s impact, stating, “What Benito has done and continues to do for Puerto Rico is truly inspiring. We are honoured to have him on the world’s biggest stage.”
As the Super Bowl approaches, the debate over Bad Bunny’s selection is unlikely to subside. Supporters see it as a triumph for representation and a celebration of Latin music’s global reach. Detractors, meanwhile, view it as yet another salvo in the ongoing battle over the soul of American culture. Whatever one’s perspective, one thing is clear: when Bad Bunny takes the stage in Santa Clara next February, the world will be watching—and talking.
In the meantime, Bad Bunny continues to break records and expand his influence. He’s scheduled to host the new season opener of “Saturday Night Live” on October 4, 2025, offering fans a preview of his showmanship ahead of the big game. The anticipation, excitement, and controversy swirling around his Super Bowl performance only underscore the unique place he occupies at the intersection of music, politics, and cultural identity.
