Bad Bunny confirmed for Super Bowl 2026: a historic first

Our investigation reveals that, after months of speculation, the NFL has validated Bad Bunny as the star of the Super Bowl 2026 half-time show. The Puerto Rican artist, backed by Apple Music and Roc Nation, is set to deliver a performance that is expected to be watched by over 100 million viewers worldwide. This nomination illustrates the irresistible rise of Latin music on the international scene.

A strategic choice for the NFL

The Super Bowl isn’t just a sporting final, it’s a cultural phenomenon. Inviting Bad Bunny, a multiple Grammy Award-winning artist, is a strategy that opens up the show to an even wider audience. Unlike other shows, where diversity seemed timid, the 2026 show fully assumes a turn towards Latin culture.

This announcement comes at a time when Latin music has taken center stage in Paris and New York, with a strong presence in clubs and festivals. Professionals admit that never before has a musical genre experienced such an international ascent in such a short space of time.

A career made for this moment

Bad Bunny, real name Benito Antonio Martínez Ocasio, is considered the standard-bearer of modern Latin reggaeton and trap. Since his first Latin Grammy nomination in 2017, his influence has continued to grow on the global charts. From collaborations with Drake to his international tours, he has established himself as a major reference.

His success at the Super Bowl is not just the result of his commercial success: it reflects a cultural recognition beyond the musical sphere. Many analysts compare his impact to that of Shakira or Jennifer Lopez, but in 2026 he goes one step further by becoming the show’s main star.

A show with high expectations

The half-time show is one of the most watched television events on the planet, with figures higher than some world sporting events. Apple Music and Roc Nation, already behind a number of landmark shows in recent years, will orchestrate the Phoenix stage in February 2026. The industry is expecting an impressive technological deployment, from staging to broadcasting.

Industry insiders confirm that new collaborations could be revealed before January 2026, maintaining a strategic expectation. On the marketing front, this announcement is already fuelling a wave of partnerships and campaigns.

“Bad Bunny to headline 2026 Super Bowl show, a historic moment for Latin music” – NFL, Official Release 2025

For many observers, the stakes go beyond artistic performance. It also sends a strong signal about the evolution of the global cultural industries and their openness to creators outside the traditional American circuit.

Worldwide reactions

Since the NFL’s announcement, social networks have been abuzz, and not just in Latin America. In Paris, some bars and clubs are already organizing preparatory parties around his musical universe. The choice of Bad Bunny is not controversial, but it does open the debate on the NFL’s global roots.

In our field tests, a majority of experts stressed the relevance of this appointment. Contrary to the historical fears of a conservative American public, the positive reception transcends borders and profiles.

“It’s an honor to represent Puerto Rico and Latin culture in an event of this magnitude” – Bad Bunny, 2025 declaration

The timing, only a few months away from the event, allows us to fuel an ambitious media campaign. Dozens of international sponsors are already preparing to capitalize on the event.

Cultural impact and outlook

This choice confirms a trend present in Paris as elsewhere: Latin music has become a sure bet for festive programming and major events. The NFL’s alliance with Apple Music and Roc Nation brings sport, culture and marketing together in a single narrative.

The impact is already being felt: increased streams of Bad Bunny tracks, early bookings for tours, and massive registrations on partner platforms. Since September 2025, Bad Bunny’s listening figures have risen by over 25%, a strong commercial signal.

Between now and February 2026, several announcements will punctuate the wait: guest artists, technical details and associated campaigns. A visibility that few artists achieve in their career, and which marks a pivotal year for him.