The Super Bowl LX is more than just an American football game; it’s a week-long event encompassing advertising, betting, and brand positioning on a global scale. This Sunday, the New England Patriots and the Seattle Seahawks will face off at Levi’s Stadium in Santa Clara, California, in a final that is predictably set to be the most-watched broadcast of the year in the United States.
For years, the National Football League (NFL) has been working to export its core product and reduce its reliance on the domestic market. This year’s halftime show, featuring Puerto Rican artist Bad Bunny, confirms the league’s commitment to reaching a Latin American audience.
The economic impact is almost as significant as the spectacle itself. The Bay Area Host Committee estimates that Super Bowl LX will generate up to US$630 million in the San Francisco metropolitan area, while the public cost to Santa Clara will be around US$6 million, primarily for security and logistics.
Direct ticket sales are expected to generate around US$100 million. The secondary market multiplies that figure, with some seats exceeding US$50,000, and an average price nearing US$4,000.
The phenomenon extends to households. According to the National Retail Federation, spending on food, beverages, and merchandise exceeded US$18.6 billion during the previous edition, and is projected to reach US$20.2 billion for this year’s game, driven by domestic consumption. The American Gaming Association estimates that the NFL season has moved around US$30 billion, with US$1.4 billion specifically attributed to the Super Bowl.
Advertising remains a pillar of the event. A 30-second advertisement in this edition costs around US$8 million, with some slots reaching US$10 million. Notable brands include OpenAI, preparing a 60-second advertisement with an estimated cost of US$16 million, alongside giants like Amazon, Apple, Pepsi, and Netflix.
Touchdown Outside the U.S.
The Super Bowl’s impact extends beyond U.S. Borders, both in terms of consumption and economic reach. During the event week, the United States sees a notable increase in avocado consumption, a market where Colombia is already positioning itself as the third-largest global exporter, sending over 200,000 tons of Hass avocados abroad in 2025, with the U.S. As its second destination.
The selection of Bad Bunny as the halftime performer is a deliberate strategy to tap into a rapidly growing demographic. The Hispanic audience remains the fastest-growing demographic in the United States, according to sports media consultant Joe Favorito, and their spending power is significant regardless of language preference.
The choice has, however, sparked controversy. President Donald Trump called the selection a “terrible choice,” a sentiment that reflects a broader “culture war flashpoint,” as described by Front Office Sports. Bad Bunny himself made a political statement at the Grammys, uttering “ICE out,” a reference to the U.S. Immigration and Customs Enforcement agency.
Despite the controversy, or perhaps because of it, the NFL anticipates increased viewership, particularly for the Spanish-language broadcast. NBCUniversal-owned Telemundo is airing the Spanish-language broadcast, including in Puerto Rico, with Miguel Gurwitz and Rolando Cantú calling the game. The league recognizes the potential to reach audiences in Latin America who might not typically watch the Super Bowl.
Amílcar Barreto, a Northeastern University professor, explained the business rationale: “You may have people watching the Super Bowl in all of Latin America who usually wouldn’t watch it. As a business decision, What we have is absolutely brilliant.”
The Super Bowl LX also highlights the growing presence of Latin American talent within the sport itself. The participation of Christian González, a cornerback with Colombian roots playing for the New England Patriots, further strengthens the connection with Latin America and demonstrates how the Super Bowl is beginning to connect with new consumers and sporting narratives beyond the United States, becoming a phenomenon of global influence.
The event’s global reach is underscored by Bad Bunny’s own success. The artist topped Spotify’s 2025 global list of artists and his album, *DeBÍ TiRAR MáS FOToS*, also topped the global album charts. UCLA professor Steve Loza notes the broader impact of Latin American music, stating that “the world will dance.”
Beyond the entertainment and economic aspects, Super Bowl LX offers a lens into the current moment in America, encompassing issues of belonging, immigration, and cultural shifts. The event’s scale and reach make it a significant cultural touchstone, reflecting and shaping American identity in a globalized world.
