The National Football League is standing firm on its choice of Puerto Rican rapper and singer Bad Bunny to headline the Super Bowl halftime show, despite vocal opposition from figures associated with the Trump administration. The controversy highlights a broader cultural clash and raises questions about the NFL’s evolving approach to social and political statements through its entertainment choices.
The NFL’s decision, announced in late September , immediately drew criticism. U.S. Secretary of Homeland Security Kristi Noem publicly disparaged the league, stating, according to reports, that the NFL “suck[s]” and would “lose,” suggesting a lack of conviction in its values. Department of Homeland Security advisor Corey Lewandowski echoed these sentiments, labeling the selection as “shameful” and accusing Bad Bunny of harboring animosity towards the United States.
Former President Donald Trump himself weighed in, calling the decision “absolutely ridiculous” and admitting he was unfamiliar with the artist. He later declared he would skip the Super Bowl altogether, dismissing the halftime lineup as a “terrible choice” and proclaiming himself “anti-them.” This boycott mirrors a pattern of Trump’s public reactions to events he perceives as critical of his policies or values.
The backlash isn’t simply about musical preference. Conservative commentators, including Marjorie Taylor Greene and Tomi Lahren, have questioned the appropriateness of featuring an artist who primarily performs in Spanish on a stage traditionally viewed as a symbol of American cultural dominance. Lahren specifically criticized Bad Bunny as “not an American artist,” a statement that overlooks his U.S. Citizenship as a Puerto Rican-born individual.
However, the NFL, in partnership with Roc Nation – the Jay-Z founded music empire that has overseen halftime show bookings since – has remained resolute. This stance suggests a calculated risk, prioritizing reach and cultural relevance over avoiding political friction. Roc Nation’s involvement signals a shift towards booking artists based on their global popularity and influence, rather than solely catering to a domestic audience.
Bad Bunny’s selection is a significant cultural moment. His performance at Saturday Night Live, delivered largely in Spanish, was embraced by many Latinos in the United States as a victory for cultural representation. He famously challenged the audience, stating they had four months to learn Spanish if they didn’t understand him – a line that quickly went viral and became emblematic of the ensuing debate.
Beyond the political rhetoric, the decision is a sound business move. Bad Bunny is one of the most streamed artists globally, boasting tens of millions of listeners. A trailer for the Super Bowl performance posted on his Instagram account garnered over 5.8 million likes and nearly 80 million views, demonstrating his massive reach and engagement. This level of exposure translates to significant viewership for the Super Bowl and potential marketing benefits for the NFL and its sponsors.
The controversy also touches on broader issues of immigration and national identity. Bad Bunny has been a vocal critic of the Trump administration’s immigration policies and has expressed concerns about the safety of his fans, even declining to tour on the U.S. Mainland for fear of potential deportations by ICE. This stance, while resonating with his fanbase, has fueled the ire of conservative critics who view it as anti-American.
The situation highlights a growing divide in American culture, where events like the Super Bowl are increasingly politicized. The “woke bowl” label, as described by a Republican senator, reflects a perception among some conservatives that the NFL is aligning itself with progressive values. This perception is further reinforced by the league’s broader efforts to address social justice issues in recent years.
The financial implications of the controversy are complex. While some Republicans have called for a boycott of the Super Bowl, it remains to be seen whether this will significantly impact viewership or revenue. The NFL’s strong brand loyalty and the widespread appeal of the Super Bowl itself are likely to mitigate any potential financial damage. However, the controversy could alienate a segment of the NFL’s fanbase and potentially affect future sponsorship deals.
the NFL’s decision to stand by Bad Bunny demonstrates a willingness to embrace cultural diversity and prioritize global reach, even in the face of political opposition. The Super Bowl halftime show has evolved from a purely entertainment spectacle to a platform for cultural expression and social commentary, and the league appears to be acknowledging this shift. The outcome will be closely watched, not only by the entertainment and sports industries but also by businesses navigating an increasingly polarized political landscape.
