Bad Bunny is set to make history as the headliner of the Apple Music Super Bowl LX Halftime Show on February 8, 2026, at Levi’s Stadium in Santa Clara, California, marking a watershed moment for Latino representation on one of the world’s biggest entertainment stages. The Puerto Rican reggaeton and Latin trap artist will become the first Latino and Spanish-speaking singer to perform as a solo act at the Super Bowl halftime show, a distinction that underscores both his cultural significance and the evolving demographics of the Super Bowl audience.
Apple Music’s official trailer and promotional campaign frame the performance as an invitation for a global audience to celebrate music and culture on an unprecedented scale. The announcement, made on September 28, 2025, during NBC’s Sunday Night Football broadcast in partnership with Roc Nation, has positioned Bad Bunny’s halftime appearance as more than just entertainment—it is a cultural milestone. In his statement regarding the opportunity, Bad Bunny emphasized the personal stakes of the performance, saying, “This is for my people, my culture, and our history.”
The selection of Bad Bunny carries particular resonance given his recent public stance on touring and political matters. Earlier in 2025, Bad Bunny had largely avoided mainland United States concert dates due to concerns over Immigration and Customs Enforcement raids, instead reserving performances for Puerto Rican residents. His decision to perform at the Super Bowl represents a notable shift in that position. In the days before the announcement, Bad Bunny stated that he had been contemplating his options and concluded: “I’ve been thinking about it these days, and after discussing it with my team, I think I’ll do just one date in the United States.” The Super Bowl halftime show thus becomes that singular U.S. performance, elevating its cultural and commercial significance.
The announcement has resonated strongly within Latino communities and among entertainment figures. California Governor Gavin Newsom welcomed the news publicly, tweeting that “California is excited to welcome you,” while Univision highlighted the pride the selection represents for the Latino community. Celebrities including Jennifer Lopez, Bruno Mars, Shakira, and Jelly Roll expressed support for the choice, with Jay-Z of Roc Nation praising Bad Bunny’s achievement. The selection follows Kendrick Lamar’s 2025 halftime performance and reflects a broader industry trend toward featuring diverse artists on the Super Bowl stage.
However, the announcement has also generated significant controversy. Conservative commentators, including former President Donald Trump, have criticized the selection, with Trump describing it as “absolutely ridiculous.” Some critics questioned Bad Bunny’s crossover appeal and noted that he performs primarily in Spanish, concerns that Speaker of the House Mike Johnson amplified when suggesting alternative performers. Conservative influencer Benny Johnson characterized Bad Bunny as a “massive Trump hater” and “anti-ICE activist,” while Turning Point USA announced plans to create counterprogramming during the halftime show.
NFL Commissioner Roger Goodell has firmly defended the selection. In an October 22 press conference, Goodell rejected calls to change the artist, stating the decision had been “carefully thought through” and represented “an intentional effort to cater to a global audience.” He dismissed broader criticism as typical for an event of the Super Bowl’s magnitude. Jay-Z similarly countered opposition to the selection by suggesting it represented astroturfing, telling critics: “They love him. Don’t let them fool you.”
Bad Bunny himself has addressed the backlash with humor and confidence. During a Saturday Night Live appearance, he jokingly told critics they had “four months to learn” Spanish, a response that highlighted both his cultural pride and his awareness of the controversy surrounding his selection.
As the February date approaches, Apple Music’s promotional efforts are designed to build anticipation among a global audience. The official trailer and accompanying marketing campaign position the halftime show as a celebration of music, culture, and diversity—themes that resonate across markets and demographics. For out-of-home advertising platforms, Bad Bunny’s Super Bowl LX performance represents a rare opportunity to reach audiences spanning multiple languages, cultures, and continents, all unified by the spectacle of sport and entertainment.