Puerto Rican superstar Bad Bunny is set to headline the Super Bowl LX halftime show on February 8, 2026, at Levi’s Stadium in Santa Clara, California. This performance marks a significant cultural milestone as it will be the first fully Spanish-language halftime show, and Bad Bunny will be the first Latino man to take on this prominent role.
This announcement follows Bad Bunny’s decision to forgo a tour for his latest album, ‘Debí Tirar Más Fotos’, in the continental United States due to concerns over the presence of ICE agents targeting the Latino community. In an interview with i-D magazine, he expressed worries about the potential for ICE arrests at his concerts, stating, “There was the issue of — like, f— ICE could be outside. And it’s something that we were talking about and very concerned about.”
Despite this apprehension, Bad Bunny’s residency at the Coliseo de Puerto Rico garnered an estimated $733 million for the island, attracting over 600,000 tourists. His decision to perform at the Super Bowl has raised questions among fans, particularly regarding the apparent contradiction between his previous stance on ICE and his acceptance of this high-profile gig.
The Super Bowl, which is one of the most-watched sporting events globally, has historically seen an increased ICE presence in cities hosting the event. Data from Lina Baroudi, an immigration attorney based in San Jose, reveals that ICE made 2,640 arrests in the Bay Area between January and July 2025, reflecting a 123% increase compared to the previous year. Baroudi notes that while local law enforcement is less likely to cooperate with ICE in sanctuary jurisdictions, the agency can still operate freely in public spaces surrounding the stadium.
Bad Bunny’s performance takes on additional cultural significance amid a backdrop of escalating tensions around immigration and the treatment of Spanish speakers in the United States. Notably, the Supreme Court’s decision to allow profiling individuals based on their language creates an environment of concern for many. Yet, Bad Bunny remains optimistic, stating, “What I’m feeling goes beyond myself… this is for my people, my culture and our history. Ve y dile a tu abuela, que seremos el HALFTIME SHOW DEL SUPER BOWL.”
The NFL’s decision to feature Bad Bunny also highlights the league’s efforts to broaden its appeal among Latino audiences. With approximately 39 million Latine fans in the U.S. and a substantial increase in viewership among this demographic—rising 51% from 2021 to 2024—the league recognizes the commercial potential of tapping into this rapidly growing fan base.
Bad Bunny’s recent achievements further bolster his appeal. He recently broke Amazon Music’s livestream record, achieving the highest viewership for a single artist performance. Additionally, his album ‘Debí Tirar Más Fotos’ topped the Billboard 200 shortly after its release, solidifying his status as one of Spotify’s most-streamed artists.
As anticipation builds for the Super Bowl LX halftime show, it remains to be seen how the event will unfold, particularly in terms of safety for his Latino fanbase. While the performance promises to be a celebration of culture and identity, it also underscores the ongoing challenges faced by many in the Latino community regarding safety and representation in the U.S.
In a landscape where the NFL is actively working to globalize American football, Bad Bunny’s participation serves as a strategic move to enhance the league’s international presence while resonating with the cultural identity of millions. The potential for record-breaking viewership is high, driven not only by Bad Bunny’s popularity but also by the broader implications of his performance in the context of current social issues.
