Bad Bunny at the Super Bowl? Mucho más Feliz
In case you are not a Super Bowl or reggaetón fan, you might not know that Bad Bunny was chosen as the headliner for the upcoming Super Bowl. That’s interesting”, you say? Well, it is more than interesting – it is phenomenal, controversial, and really smart. Let me explain.
First. Who is this guy with the funny name?
Benito Antonio Martínez Ocasio was born in Puerto Rico in 1994 into a working-class family. He rose from a grocery clerk to become one of the world’s most streamed musicians. Known for infusing reggaetón, Latin trap, and politically charged lyrics, he’s a multi–Latin Grammy–winning artist celebrated for pushing musical and gender boundaries. The stage name “Bad Bunny” comes from a photo of a bunny costume he wore to a school event with a scowling face named “bad bunny”. Years later, when he began releasing music online, he posted that image on social media and used “Bad Bunny” as his username. The name stuck.
Bad Bunny’s selection as headliner for the 2026 Super Bowl halftime show is a strategic move by the NFL to embrace the fastest-growing segment of its fan base: the Latin American audience. The NFL, Apple Music, and Roc Nation jointly selected Bad Bunny to perform at Levi’s Stadium on February 8, 2026, because of his ability to connect cultures and bridge audiences through music that transcends language barriers.
The fact that he has surpassed 107 billion total Spotify streams, his Instagram account (@badbunnypr) has around 48 million followers as of October 2025, and he has exceeded 115 million equivalent album sales worldwide by late 2025 didn’t hurt.
The decision is part of the NFL’s ongoing Por La Cultura outreach campaign to Latino players, fans, and cultural heritage. Latin America now boasts over 183 million fans across nine countries, particularly Mexico and Brazil – more than the estimated 150 to 180 million adult fans in the US. The league has hosted games in Mexico City and announced further games in Spanish-speaking countries, including in Mexico next year. Puerto Rico is symbolic of all that: the NFL estimates 950,000 to 1 million fans there, plus its close cultural and territorial link with the United States and global stars like Jennifer Lopez, Ivy Queen, and Kany García.
Latin America is where the NFL’s growth is. And music is one way to make it happen.
Bad Bunny himself seemed aware of that symbolism. In accepting the invitation, he said, “It’s for my people, my culture, and our history,” dedicating the milestone to Latin audiences underrepresented on such a massive stage.
Of course, Bad Bunny’s selection triggered criticism in the US. President Donald Trump called the choice “absolutely ridiculous,” while others complained that Bad Bunny “has no songs in English” and “is not an American artist”. He does, with songs like “I Like It” with Cardi B and J Balvin, and he is a natural born American citizen who speaks conversational English well enough for live TV interviews.
My advice to the critics is to get out of the way before the NFL’s front line and music fans run you over. Music is global; Latin music is the fastest growing music genre in the world today – including in the USA, where it accounted for $490 million in sales in the first six months of this year (Taylor Swift, you had better learn Spanish and join the KC Chiefs if they play in Mexico City ). Everyone, quit carping and join the millions of “Los Conejos” cheering for Bad Bunny. And dance more, complain less. You will be mucho más feliz.
Patrick O’Heffernan
Banner image generated by Perplexity. Bad Bunny has not (yet) appeared at a Super Bowl
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