Roger Goodell Stands Firm Behind Bad Bunny’s Super Bowl Halftime Show: “It’s Going to Be a United Moment”

The NFL’s biggest stage is about to get a global rhythm — and despite controversy, the league’s commissioner isn’t backing down.

When the NFL and Apple Music announced that Bad Bunny would headline the 2026 Super Bowl Halftime Show, the reaction was immediate — and intense. For some, the news was exhilarating: a moment of recognition for one of the world’s most influential artists and a sign of how far Latin music has come. For others, it sparked debate, criticism, and political commentary that stretched far beyond sports or entertainment.

Now, as the storm brews, NFL Commissioner Roger Goodell has made it clear — the decision stands.

“It’s carefully thought through,” Goodell said in an interview with the Associated Press. “I’m not sure we’ve ever selected an artist where we didn’t have some blowback or criticism. It’s pretty hard to do when you have literally hundreds of millions of people watching. We’re confident it’s going to be a great show.”

Goodell went further, calling the Puerto Rican superstar “one of the leading and most popular entertainers in the world.”

“He understands the platform he’s on,” the commissioner added. “It’s going to be exciting — a united moment.”

The Global Stage Meets the Global Star

For the NFL, the Super Bowl Halftime Show has always been about spectacle — a cultural mirror reflecting the mood, sound, and identity of a generation.

In that sense, Bad Bunny feels inevitable.

The 30-year-old artist has spent the past decade transforming from a SoundCloud upstart into one of the most streamed and recognizable performers on Earth. His blend of reggaeton, trap, and pop — sung primarily in Spanish — has smashed linguistic and cultural barriers.

From performing at Coachella and wrestling at WrestleMania to topping global charts and selling out stadiums across continents, Benito Antonio Martínez Ocasio (his real name) has redefined what global superstardom looks like.

Now, he’s stepping onto the Super Bowl stage — one of the most-watched broadcasts on the planet — and for many, it’s not just a booking. It’s history.

Goodell’s Calculated Confidence

Roger Goodell knows a thing or two about controversy. As commissioner, he’s navigated everything from labor disputes to player protests to halftime show backlash.

When asked about the criticism surrounding Bad Bunny’s selection, he didn’t flinch.

“We’ve faced this before,” he said. “Every performer brings their own story, their own influence. What matters is connecting people — through entertainment, through energy, through music that resonates around the world.”

That, insiders say, is precisely why the league and Apple Music made the choice.

“Bad Bunny represents a generation that doesn’t see borders in music,” said an industry executive close to the planning process. “He’s global. He’s bilingual. He’s modern. That’s the future the NFL wants to tap into.”

The upcoming halftime show will mark the third collaboration between the NFL and Apple Music, following Rihanna’s 2023 performance and Usher’s in 2024. Both acts drew massive audiences, but this time, the league is leaning even more heavily into international appeal.

A Backlash That Misses the Beat

Despite Goodell’s optimism, not everyone has embraced the announcement.

Critics — mostly from conservative circles — have questioned the decision to feature a performer who primarily sings in Spanish. Political commentators have gone as far as calling the selection “un-American,” while others have claimed it doesn’t “reflect football’s core audience.”

Still, many cultural observers see the criticism as misplaced.

“Music is one of the few things that unites people across every line — language, background, belief,” said cultural analyst Maritza Vega. “Bad Bunny’s presence isn’t divisive. It’s representative. It shows how deeply Latin music has become part of the mainstream.”

That mainstream success is undeniable. In 2022, Bad Bunny became Spotify’s most streamed artist in the world for the third consecutive year, surpassing English-language icons like Taylor Swift and Drake. His 2022 tour “World’s Hottest Tour” grossed nearly $400 million — one of the highest-grossing tours in history.

“The numbers don’t lie,” Vega continued. “He’s not just a Latin artist — he’s a global phenomenon.”

A Strategic Step for the NFL

For the league, the Super Bowl Halftime Show is more than entertainment; it’s an image-defining event. Each year, the performance becomes a cultural barometer, capable of rewriting the conversation about who and what America celebrates.

In 2020, Shakira and Jennifer Lopez’s bilingual performance was viewed as a milestone for Latin representation. Now, with Bad Bunny headlining solo, that milestone becomes a movement.

“Latin music isn’t niche anymore,” said producer Andrés Espinosa, who has worked with major crossover acts. “It’s everywhere — in commercials, clubs, films. The NFL isn’t chasing a trend. They’re aligning with reality.”

A Different Kind of Tour

The timing of the announcement raised eyebrows for another reason: Bad Bunny’s 2026 world tour, Debí Tirar Más Fotos, which runs from December 2025 through July 2026.

Curiously, the tour skips the United States entirely — a decision the artist addressed in a recent interview with I-D magazine. He cited a desire to focus on international audiences and his concerns about touring logistics in the U.S., including safety and comfort for his team.

That makes the Super Bowl his only confirmed American performance for the year — a rare and exclusive appearance that’s likely to draw even more attention.

“It’s poetic,” said music journalist Leo Carmona. “He’s skipping U.S. stages but coming back for the biggest one there is. It’s not just a concert; it’s a statement.”

Support from the Stars

While political commentary continues to swirl, Bad Bunny has found vocal allies among his peers.

One of the most notable came from Shakira, who performed with Bad Bunny and Jennifer Lopez at the 2020 Super Bowl.

“I’m so proud that Bad Bunny, who represents not only Latin culture but how universal Spanish-language music has become, is getting to perform on the biggest stage in the world,” she told Variety. “It’s the perfect moment for a performance like this. I can’t wait to watch it.”

Music veterans and cultural figures have echoed her sentiment, calling it a watershed moment for representation and artistry.

“He’s earned it,” said Grammy-winning producer Tainy, who has collaborated with Bad Bunny on multiple hits. “He’s changed what’s possible for artists like us. To see him headline the Super Bowl — that’s not just about music, it’s about recognition.”

The Bigger Picture: Beyond Language

At its core, the debate over Bad Bunny’s selection may reveal less about music and more about change itself.

For decades, the Super Bowl Halftime Show has reflected America’s evolving cultural identity — from Michael Jackson’s global appeal to Beyoncé’s artistic activism, from Prince’s legendary rain-soaked set to Rihanna’s return-to-stage spectacle.

In that lineage, Bad Bunny represents not just a performer but a cultural shift: the sound of a world where borders are fading and rhythm is the common language.

“Music speaks beyond translation,” said sociologist Dr. Elena Ruiz. “If you understand emotion, if you understand energy — you understand Bad Bunny.”

The Commissioner’s Gamble

Roger Goodell is no stranger to criticism, but this might be one of his boldest halftime calls yet.

Still, he appears unfazed. To him, the goal of the Super Bowl — and the NFL’s entertainment strategy — is connection.

“Every year, we try to bring people together,” Goodell said. “The Super Bowl is one of the few times when hundreds of millions around the world are watching the same thing at the same moment. That’s special. We want that to feel inclusive, joyful, and memorable.”

Behind his words lies a larger truth: the NFL is betting that global appeal is the future of American football. With growing international fan bases in Mexico, Germany, and the U.K., a Spanish-speaking global superstar is more than a performer — he’s a bridge.

The Countdown Begins

As February 2026 approaches, all eyes are now on Bad Bunny — the man known for defying expectations.

Will his halftime show deliver the spectacle the league is promising? If his history is any indication, it won’t just be a performance — it will be a moment.

For now, Goodell remains steadfast.

“He understands the platform,” the commissioner repeated. “He’s ready for it. And I think it’s going to bring people together.”

In a divided world, that might be the boldest ambition of all.