When the NFL and Roc Nation announced Bad Bunny as the headliner for the Super Bowl LX halftime show in February 2026 at Levi’s Stadium, many eyebrows rose, and many people began asking why this makes sense.
While the decision might surprise those less familiar with Latin music’s explosive growth, the move is far more strategic than simply picking a big name.
Here are three compelling reasons why Bad Bunny is not just an entertainer choice but a potential catalyst for what the league wants to become.
Record-setting residency in Puerto Rico
Bad Bunny‘s No Me Quiero Ir de Aquí residency, held at the Coliseo de Puerto Rico José Miguel Agrelot in San Juan, ran from July 11 through mid-September 2025. It was made up of 30-31 shows.
The summer residency drew in approximately 600,000 visitors over the run, injected an estimated $181 million into the local economy, and created more than 3,600 jobs connected to the residency’s direct, indirect, and induced effects.
These statistics show not just fan enthusiasm but tangible economic power: the capacity to move millions, create livelihoods, and drive tourism.
Bad Bunny’s massive world tours draw in big crowds
Bad Bunny‘s Debí Tirar Más Fotos World Tour is set to begin on November 21, 2025, in Santo Domingo and run through July 22, 2026, culminating in Brussels. Over 2.6 million tickets were sold in less than a week after the tour was announced.
In 2024, his Most Wanted Tour raked in over $211.4 million and sold more than 753,000 tickets over 49 shows, putting him in the same stratosphere as major mainstream artists who have headlined stadiums globally. That kind of draw translates to eyeballs and buzz for the Super Bowl stage.
Then there’s his social media reach: nearly 49.2 million followers on Instagram. That means instantly connecting with younger audiences who might not tune in otherwise.
For a league that has openly acknowledged the need to expand its demographic base, those are the kinds of numbers that matter.
Why Bad Bunny fits what the NFL is trying to build
The halftime stage isn’t just about spectacle. It’s about strategy. Since Roc Nation took over halftime show management, the league has seen viewership gains.
Last year’s halftime performance brought in 3% more viewers than the prior year and became the most-watched in history with over 133.5 million viewers.
The NFL’s pairing with Roc Nation has already led to headliners like Shakira and Jennifer Lopez, The Weeknd, Dr. Dre with Snoop Dogg and Mary J. Blige, Eminem, Rihanna, Usher, Kendrick Lamar, and SZA.
These aren’t just performers. They are cultural pillars. Bad Bunny steps into this lineage not as an outlier, but as a logical next evolution.
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