The Puerto Rican star will take on the halftime challenge after several major names refused to perform without financial compensation.
The announcement of Bad Bunny as the Super Bowl 2026 halftime act has been met with excitement, but also with nuances that can’t be overlooked. The 31-year-old’s selection — confirmed on 28 September during the game between the Dallas Cowboys and the Green Bay Packers — was not the first choice for either the NFL or Roc Nation, the production company in charge of the show since 2019.
Sources close to the organisation have confirmed that Taylor Swift and Adele were the first artists approached, but both turned down the offer as no payment was involved. Their reasoning: they don’t need the exposure. At a time when the Super Bowl no longer represents the same visibility boost it once did, established artists are prioritising the value of their work over media impact.
The show, once synonymous with television history — with iconic performances from Lady Gaga, Katy Perry and Coldplay — began showing signs of fatigue after the much-criticised 2020 set by Jennifer Lopez and Shakira, which many considered underwhelming and lacking the visual punch of its predecessors.
Against that backdrop, the choice of Bad Bunny is a strategic one. His connection with younger audiences, charisma and representation of Latin culture make him an appealing figure to inject new energy into the event. On his social media, the artist said: “This goes beyond me. It’s for those who came before and ran countless yards so I could score a touchdown… this is for my people, my culture and our history.”
Jay-Z, who oversees the spectacle as executive producer, also praised the decision: “What Benito has done for Puerto Rico is truly inspiring. It’s an honour to have him on the world’s biggest stage.”
Still, the appointment is not without controversy. Although Bad Bunny has a strong career and a massive following, his live vocal ability has often been questioned. His performances on international stages have raised doubts about his command of live singing, something crucial for a show of this scale. And while charisma is not in short supply, the shoes left behind by his predecessors are undeniably hard to fill. The Super Bowl demands vocal and stage excellence: time will tell whether Benito rises to the occasion or becomes another forgettable chapter in the new era of an event that no longer shines as brightly as it once did.
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