The NFL’s decision to select Bad Bunny as the Super Bowl LX halftime headliner has sparked debate among league ownership, largely over language, audience reach, and the NFL’s long-term global strategy.
Despite criticism from U.S. President Donald Trump and early unease among some team owners, the league has confirmed that Bad Bunny will perform at the Super Bowl LX halftime show. The decision now stands as part of the NFL’s broader push toward international growth.
Several owners and executives expressed concern that Bad Bunny’s primarily Spanish-language catalogue could limit engagement among traditional Super Bowl viewers. The NFL and the Super Bowl have long served as symbols of American popular culture, and some leaders worried that language could become a barrier during the game’s most-watched segment.
However, league executives ultimately agreed that global reach outweighed those concerns.
“I think everyone said, ‘OK, let’s get on board, because the goal is global reach,’” one NFL executive told ESPN. “This artist has massive global influence.”
🚨BREAKING NEWS: House Speaker Mike Johnson has criticized the NFL's decision to feature 'Bad Bunny' as the 2026 'Super Bowl halftime show', labeling it 'a terrible decision.' He suggested that 'Lee Greenwood' would have been a far better choice, citing a broader audience appeal. pic.twitter.com/8yDiEN24cj
— Independents For Trump (@indyfor45th47th) January 29, 2026NFL Bets on Latino and Global Audiences
The NFL has made international expansion a core priority, with Latino audiences playing a central role in that strategy. Marissa Solís, the league’s senior vice president of global brand and consumer marketing, pointed to demographics as a key factor behind the decision.
“There are more than 70 million Latinos in the United States,” Solís said. “We needed to make sure the league remains relevant to that community.”
Mexico continues to rank as one of the NFL’s most important international markets. Before the league’s expansion into Europe, Mexico had the largest fan base outside the United States.
Some women aren’t happy with Bad Bunny performing at the NFL Super Bowl halftime show claiming he’s “not American.” They’re saying he’s taking the spotlight from country music artists. 👀🏈 🎤 https://t.co/dyuJsPCyLX pic.twitter.com/CjOkHJ5W8A
— Rain Drops Media (@Raindropsmedia1) January 30, 2026Jerry Jones Backs the Decision
Dallas Cowboys owner Jerry Jones publicly supported Bad Bunny’s selection and stressed the importance of inclusion. The Cowboys have maintained a strong Latino following for decades.
Read: How Long Will the 2026 Super Bowl Halftime Show Last With Bad Bunny?
“I think it’s incredible,” Jones said. “Our Latino fan base is amazing. Our society was built by immigrants who came here and helped shape this country.”
"We're going to get on board, because the goal is global reach. And this guy has a massive global reach."@kalynkahler has more on why the NFL stood by Bad Bunny for this year's Super Bowl halftime show ⬇️ https://t.co/mPlwHCdksC
— ESPN (@espn) January 30, 2026The controversy extended into politics when Trump told the New York Post that he would not attend the game in Santa Clara, California. While he cited distance as one reason, Trump also criticised the performers, including Bad Bunny and Green Day, over their political views.
“I’m against them,” Trump said. “All they do is sow hatred.”
Despite political backlash and early internal doubts, NFL Commissioner Roger Goodell has backed the decision. He acknowledged that high-profile choices often attract criticism but emphasised Bad Bunny’s unmatched popularity and global reach.
League officials believe the halftime show reflects the NFL’s evolving identity as an international brand, not just an American sporting institution.
