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Bad Bunny, the Super Bowl, and Why This Halftime Show Matters for Sports Business
When the NFL announced Bad Bunny as the Super Bowl LX halftime performer back in September, the reaction was immediate and divided. Some celebrated the selection as a bold move; others called it tone‑deaf. The criticism ranged from people calling him the “wrong fit” for middle America to pundits framing the choice as somehow un‑American.
Ironically, much of the backlash painted Bad Bunny as a “non‑American” choice, when Puerto Ricans are U.S. citizens and he is, by definition, an American artist, just one whose identity is unapologetically Latin American. That nuance actually matters for the NFL as he sits at the intersection of U.S. citizenship and Latin American culture, which is exactly where a huge portion of the league’s future fanbase lives.
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