After the worldwide success of Debí Tirar Más Fotos, Bad Bunny is preparing to take the stage at the most-watched entertainment event on the planet. The NFL, alongside Apple Music and Roc Nation, has confirmed that Benito will lead the Halftime Show at Super Bowl LX, scheduled for February 8, 2026, at Levi’s Stadium in Santa Clara, California.
The production will be handled by DPS with Jesse Collins and Roc Nation as executive producers, and it will be broadcast live on NBC. This marks the seventh consecutive year Roc Nation, Jay-Z’s entertainment company, oversees the show’s creative direction and the fourth with Apple Music as the main sponsor.
“What I feel goes beyond me (…) This is for those who came before me and ran countless yards so that I could score a touchdown. This is for my people, my culture, and our history. Go tell your grandmother—we’re doing the SUPER BOWL HALFTIME SHOW,” Bad Bunny said, reflecting on this milestone.
The NFL has long been criticized for taking too long to give a solo spotlight to a Latin artist. Shakira and Jennifer Lopez made history in 2020, but they had to share the stage—something rarely required of non-Latino performers.
Today, Bad Bunny is not only the most-streamed Latin artist worldwide but also ranks as the third most popular act globally. His latest album, Debí Tirar Más Fotos, debuted at No. 2 on the Billboard 200 the week of January 18, 2025, with 122,000 equivalent units, including 8,000 pure sales. It became his seventh straight project to open in the Top 10. Though it didn’t land at No. 1 like most of his past releases, that was largely due to a Sunday drop date and just five days of tracking—proof that demand for his music remains massive.
Bad Bunny performs onstage during Night One of Bad Bunny: «No Me Quiero Ir De Aqui» Residencia En El Choli at Coliseo de Puerto Rico José Miguel Agrelot on July 11, 2025 in San Juan, Puerto Rico. (Photo by Kevin Mazur/Getty Images)
This won’t be his first time at the Super Bowl Halftime Show—he appeared as a guest with Shakira and Jennifer Lopez in 2020, alongside J Balvin. But this time, he’ll be at the center of the spectacle.
How Are Super Bowl Halftime Headliners Chosen?
The host city typically proposes a shortlist of potential performers, which is then reviewed by the NFL and its leadership boards. Since Roc Nation took charge, Jay-Z has also played an influential role in the final selection.
Popularity is only part of the equation. Organizers also consider cultural relevance, local ties, and the ability to deliver a high-impact show. For example, Usher was selected in Las Vegas for his deep connection to the city, while Kendrick Lamar’s set celebrated Black culture and music in New Orleans. Bad Bunny was chosen not only for his chart dominance but also for his importance as a cultural symbol for Latinos in the U.S. at a decisive moment.
Kendrick Lamar performs during the Apple Music Super Bowl LIX Halftime Show at Caesars Superdome on February 09, 2025 in New Orleans, Louisiana. Kevin Mazur/Getty Images for Roc Nation
A Defining Moment for Latin Music in the U.S.
Bad Bunny’s selection comes at a time of heightened political polarization and challenges for immigrant communities. The artist had previously avoided touring in the U.S. due to fears of ICE raids under Donald Trump, which disproportionately affected his Latino fan base. Speaking to i-D magazine, he explained:
“There were many reasons I didn’t perform in the U.S., and none of them were out of hate (…) But specifically, for a residency in Puerto Rico—being an unincorporated territory—there was the risk that ICE could be waiting outside. That was something we worried about.”
Bad Bunny at the Columbia Pictures «Caught Stealing» New York Premiere held at Regal Union Square on August 26, 2025 in New York, New York. John Nacion/Variety via Getty Images
In this context, his presence at the Super Bowl carries weight beyond entertainment. It highlights Puerto Rican and Latino culture on one of the world’s biggest stages, cementing their influence in U.S. pop culture while pushing Latin music further into the mainstream.
Bad Bunny’s Halftime Show promises not only an explosive performance but also a cultural statement that will resonate far beyond the football field.
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