When the NFL announced that Puerto Rican superstar Bad Bunny would headline the 2026 Super Bowl halftime show at Levi’s Stadium in Santa Clara, California, it set off a cultural and political firestorm that shows no signs of cooling. The news, confirmed in early October 2025 by the league, Apple Music, and Roc Nation, instantly sparked debate far beyond the usual music and sports chatter, drawing in voices from every corner of the American landscape.
Bad Bunny—born Benito Antonio Martínez Ocasio—is no stranger to breaking records or stirring controversy. With his latest album Debí Tirar Más Fotos setting Apple Music ablaze (all 17 tracks landed on the U.S. Hot 100) and his previous album Un Verano Sin Ti holding the title of the most-streamed album in Spotify history, his commercial appeal is undeniable. He’s been Spotify’s most-streamed artist globally for three consecutive years, and his music regularly tops the Billboard charts. But his selection as the first-ever artist to perform an all-Spanish Super Bowl halftime show carries meaning that goes well beyond the numbers.
According to CBC, Bad Bunny’s presence at the Super Bowl is seen by many as a turning point for Latin culture in U.S. primetime. The halftime show, typically America’s most-watched televised ritual, will now center a Latino artist singing almost exclusively in Spanish, infusing the event with themes of identity, immigration, the Latin diaspora, and the complex relationship between Puerto Rico and the United States. His music and persona openly challenge traditional gender norms and support LGBTQ+ rights, further setting him apart in a cultural moment marked by polarization.
Yet, not everyone is celebrating. Conservative NFL fans and commentators have taken to social media and airwaves to express their outrage. As reported by CBC, some have accused Bad Bunny of being divisive and of "pushing a woke message." Robby Starbuck, a conservative activist and filmmaker, wrote on X, "This is not a pick designed to unite football fans or let people just enjoy the show. It was a pick designed to divide fans and no doubt Bad Bunny will find some way to push a woke message." Others have criticized his gender-fluid style and the fact that he mainly sings in Spanish, arguing that the halftime show should feature English-language songs.
The controversy escalated when Corey Lewandowski, senior advisor at the Department of Homeland Security and a longtime Trump ally, declared in an interview on The Benny Show that Immigration and Customs Enforcement (ICE) agents would be present to enforce immigration laws at the Super Bowl. "ICE will have enforcement at the Super Bowl for the Bad Bunny Super Bowl halftime. There is nowhere you can provide safe haven to people who are in this country illegally. Not the Super Bowl and nowhere else," Lewandowski said. He emphasized that ICE would actively seek out violators: "We will find you, we will apprehend you, we will put you in a detention facility and we will deport you." He described the enforcement as a directive from the president, adding, "If you’re in this country illegally, do yourself a favor: go home."
Lewandowski didn’t stop at immigration enforcement. He criticized the NFL’s choice of Bad Bunny, calling it "shameful" and stating, "It’s so shameful that they’ve decided to pick somebody who seems to hate America so much to represent them at the Halftime Show." He suggested that the NFL should have picked entertainers who would "bring people together and not separate them."
Bad Bunny himself has been candid about his concerns regarding ICE. In an interview with i-D Magazine, he explained his decision to exclude the U.S. from his upcoming Debí Tirar Más Fotos World Tour: "There were many reasons why I didn’t show up in the U.S., and none of them were out of hate… But there was the issue of—like, fucking ICE could be outside [my concert]. And it’s something that we were talking about and very concerned about." This makes the 2026 Super Bowl his only scheduled American performance that year, heightening both its significance and the tension surrounding it.
Despite the controversy, Bad Bunny has framed his Super Bowl opportunity in celebratory terms. Upon being announced as the headliner, he said, "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." His words echo the pride felt by many in the Latino and broader immigrant communities, who view his selection as a sign of progress and representation on one of the world’s biggest stages.
Stacy Lee Kong, a culture critic and founder of media brand Friday Things, told CBC that the NFL’s choice was "a smart choice" from a business perspective. The Latino demographic is the fastest-growing NFL fanbase, and the U.S. Latin music market reached over $1.4 billion in 2024. The league’s recent halftime shows have consistently featured artists who draw massive audiences, with Kendrick Lamar’s 2025 performance attracting a record 134 million viewers, surpassing even Michael Jackson’s legendary 1993 show.
Still, the reaction from some conservative fans has been fierce. Many feel that the NFL is betraying its traditional fanbase by selecting a performer who is not only openly critical of former President Trump—Bad Bunny has publicly denounced Trump’s response to Hurricane Maria and opposed Puerto Rican statehood—but also embraces values and aesthetics that challenge the status quo. Some have gone so far as to call him "demonic," while others suggested that 1990s rockers Creed or Kid Rock, a noted Trump supporter, would have been better choices.
For those on the other side of the debate, the decision is seen as a bold step toward inclusivity and a reflection of America’s changing demographics. The announcement was met with enthusiasm from many in the entertainment world, including Shakira, Jennifer Lopez, Bruno Mars, and Cardi B, as well as political figures like California Governor Gavin Newsom. They hailed the move as a turning point for Latin culture in American primetime and a challenge to the divisive rhetoric that has dominated recent years.
Yet, as some commentators have pointed out, the NFL’s decision is as much about business as it is about politics. The league and its partners are betting that controversy will drive debate, expand audiences, and generate revenue. By selecting a polarizing figure like Bad Bunny, they are embracing the reality that pop culture is a battleground in today’s America—one where music, identity, and politics are inextricably linked.
As the 2026 Super Bowl approaches, all eyes will be on Levi’s Stadium, not just for the game, but for what promises to be a halftime show unlike any before. Whether seen as a celebration of diversity or a flashpoint in the culture wars, Bad Bunny’s performance is already rewriting the script for America’s biggest night in sports and entertainment.
