Puerto Rican superstarBad Bunny has been confirmed as the headliner for the Super Bowl LX halftime show, slated for February 8, 2026, at Levi's Stadium in Santa Clara, California. The announcement marks a historic moment: he will be the first artist to perform a Super Bowl halftime show entirely in Spanish, underscoring Latin music's growing influence on global pop culture.

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It also reflects how the NFL and Apple, sponsor of the halftime show, are positioning themselves with the Latino community in the United States. Bad Bunny had previously explained that he would skip the U.S. on his next world tour as a way of protecting his fans from ICE.

He even referenced that decision in a teaser he shared on X (formerly Twitter) just before the official announcement.

"I've been thinking these last few days and, after talking it over with my team, I believe I will add one date in the United States," he wrote.

While historic, this is not Bad Bunny's first time on the halftime stage. Shakira brought him up during her presentation in Miami in 2020, during the show, she also shared with Jennifer López and J. Balvin.

Latinos and the NFL

Latinos have become one of the NFL's most powerful audiences. With a combined GDP of more than $4 trillion, the U.S. Latino population would rank as the fifth-largest economy in the world if it were a country. Their consumer spending, estimated at $2.7 trillion, is fueling growth across industries from retail to media. For the NFL, this means that Latinos are not just fans in the stands—they are a driving force behind advertising dollars, broadcast deals, and brand partnerships.

The league has recognized that power. By investing in Latino audiences at home, the NFL is also building a bridge to global expansion. Through its Global Markets Program, franchises now hold marketing rights in 21 countries, giving them the ability to stage events, sell merchandise, and deepen fan engagement outside U.S. borders. Teams with strong Latino followings are using that access to strengthen ties in Mexico, Spain, and Latin America at large.

International growth has become a cornerstone of the NFL's strategy. In 2025, the league will host a record seven regular-season games abroad, with matches scheduled in London, Berlin, Madrid, Dublin, and São Paulo. Beginning in 2026, Rio de Janeiro will join as a host city, marking the NFL's biggest commitment yet to Latin America. Commissioner Roger Goodell has even suggested that, in the future, entire franchises could be based overseas.

By linking Latino economic power in the U.S. to its international ambitions, the NFL is betting on a multicultural future. Domestic Latino fans provide a loyal, lucrative base, while overseas audiences open the door to new sponsorships, ticket sales, and broadcast deals. Together, they represent not just the next chapter for the Super Bowl and its halftime stars, but the path toward making American football a truly global game.

Originally published on Latin Times