He Super Bowl LX is about to make history, but not only because of the expected duel between the Seahawks and the Patriots. The real battle is being fought off the field: the NFL has decided to keep Bad Bunny as the star of the halftime show next February 8 in Santa Claradespite harsh criticism and pressure from the Trump administration.
Since the end of September, when the “Bad Rabbit” was announced, the controversy has not stopped. The Secretary of Homeland Security, Kristi Noemcalled the league “useless” and criticized the choice of an artist who has openly questioned the United States immigration policies. There were even warnings about the massive presence of agents of the ICE in the stadium, which generated a climate of unprecedented tension.
Why won’t the NFL give in?
The answer is clear, global growth and latin power. Bad Bunny was the most listened to artist on Spotify in 2025, and his sixth album, “I should have taken more photos”dominated the Billboard charts for weeks. For the league, this move is strategic to connect with a community of more than 70 million Latinos in the US and expand your brand internationally.
Although some owners showed initial skepticism about the language or potential political repercussions on their businesses, Commissioner Roger Goodell has remained firm. “He is one of the most popular artists in the world, it will be a moment of unity,” said Goodell, backed by the vision of Jay-Z y Roc Nationwho select the “cultural artist of the year.”
While politics tries to tarnish the event, the Apple Music trailer is already viral with the slogan: “On February 8 the world will dance”. With a massive global reach and a production that promises to be unforgettable, the NFL bets everything on Benito’s talent to show that sport and music are above political borders.
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