League response and expectations
The NFL’s top executive defended keeping Bad Bunny as the Super Bowl halftime headliner despite political backlash, saying the league expects a “unifying” show. He dismissed calls to replace the artist, arguing that halftime is about performance, not partisan score-settling. Organizers continue to coordinate production logistics, including guest appearances, broadcast timing, and security perimeters around the stadium. Marketing partners are aligning campaigns to capitalize on the Latin pop star’s global reach, with the league betting on strong cross-demo viewership. The decision follows years of halftime debates over tone, politics, and brand risk, and indicates the NFL’s appetite to weather controversy in pursuit of spectacle and ratings.

Sponsors and rights-holders see upside in streaming clips, multilingual promos, and short-form behind-the-scenes content. Analysts expect a heavy social media push around dress rehearsals and set-list teases to blunt criticism and frame the narrative. Production planners are also working on audio dynamics and choreography that translate in-stadium and on television, a frequent challenge for pop-rap crossovers. While protests could continue, the league’s public stance reduces uncertainty for advertisers and the host city’s event operators. The broader cultural stakes remain: how America’s biggest annual broadcast balances entertainment value, free expression, and a polarized climate. For now, the NFL is signaling confidence that a tightly produced, high-energy set can win the night.