Bad Bunny’s Halftime Show is one of the most talked-about events of the upcoming Super Bowl LX. In the current migratory climate, with the Trump administration carrying out what they have called the biggest deportation effort in the history of the United States, the selection of a Hispanic artist for the headline act of America’s most-watched sports event seemed quixotic to several observers.
Some wondered whether this was a political statement by the NFL. However, viewed from a business-only perspective, it makes sense for the league to select Bad Bunny as the headline act of the Super Bowl Halftime Show. After all, he’s the most-streamed artist at the moment on Spotify, and he was just awarded the Grammy for Album of the Year for his record ‘Debí Tirar Mas Fotos’.
This is exactly the point journalist Joe Pompliano made this Sunday morning, when he tweeted about the reasons behind the NFL’s choice of artist.
He argues that inside the league’s internationalization efforts, Bad Bunny was the logical choice for Super Bowl LX. His presence at the event will bring a massive international audience that wouldn’t otherwise tune into the Super Bowl.
All of this seems to be inside the NFL’s massive push to grow in the Spanish-speaking world. The NFL just had its first international game in Madrid a few months ago, and it renewed its partnership with Real Madrid C.F. and the Community of Madrid to continue playing international games at Santiago Bernabeu in Madrid yearly, for the foreseeable future.
Is This Bad Bunny’s First Appearance at The Super Bowl?
The kicker of the story is, this isn’t even the first Super Bowl Halftime Show appearance the Puerto Rican musician has made. In the 2020 edition of the event, he made a brief cameo alongside Colombian pop star Shakira and Puerto Rican American singer and actress Jennifer Lopez.
Super Bowl LIV at Miami’s Hard Rock Stadium that year was heavily Hispanic themed, as is the city where it was held, and the Halftime Show was extremely well received in the Latin American market. It only makes sense that the NFL would want to repeat the success.
As a final note, Bad Bunny is an American citizen. All citizens of Puerto Rico are American citizens by birth, with the island being a US territory since 1898, when it was taken from Spain in the Spanish-American War. An act of Congress granted citizenship to Puerto Ricans in 1917.
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