NEW YORK, NY– The NFL’s biggest stage is getting its most global superstar. Bad Bunny will headline the Apple Music Super Bowl LX Halftime Show at Levi’s Stadium in Santa Clara, California, on February 8, 2026. The performance airs on NBC and marks a historic moment for Latin music representation.
Cultural Milestone
The three-time GRAMMY Award winner expressed deep emotion about the opportunity. “What I’m feeling goes beyond myself,” Bad Bunny said. “It’s for those who came before me and ran countless yards so I could come in and score a touchdown. This is for my people, my culture, and our history.”
His message to fans was delivered in both English and Spanish: “Ve y dile a tu abuela, que seremos el HALFTIME SHOW DEL SUPER BOWL” (Go tell your grandmother, we will be the Super Bowl halftime show).
Industry Support
Shawn “JAY-Z” Carter praised the selection. “What Benito has done and continues to do for Puerto Rico is truly inspiring,” he said. “We are honored to have him on the world’s biggest stage.”
The announcement represents a significant moment for Latin music’s mainstream acceptance. Bad Bunny has consistently broken streaming records and brought reggaeton to global audiences.
Perfect Cultural Fit
NFL executives highlighted Bad Bunny’s unique appeal. Jon Barker, SVP of Global Event Production for the NFL, emphasized his cross-cultural impact.
“Bad Bunny represents the global energy and cultural vibrancy that define today’s music scene,” Barker explained. “His unique ability to bridge genres, languages, and audiences makes him an exciting and natural choice.”
The selection reflects the NFL’s commitment to showcasing diverse talent on its premier platform.
Apple Music Partnership
Oliver Schusser, Apple’s Vice President of Music, Sports, and Beats, praised the collaboration. “Few artists embody that intersection more perfectly and authentically than Bad Bunny,” he said.
Apple Music has worked closely with Bad Bunny throughout his career. “Watching his meteoric rise into one of the most influential artists of our time has been truly incredible,” Schusser added.
The partnership brings together the year’s most-watched musical performance with Apple Music’s 100 million song catalog.
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Breaking Barriers
Bad Bunny’s selection breaks new ground for Latin representation in major American sporting events. His music has elevated Latin sounds to the center of pop culture worldwide.
The Puerto Rican artist has consistently topped charts with Spanish-language music. His success demonstrates the growing influence of Latin artists in mainstream American entertainment.
Production Team
The halftime show will be produced by DPS with Roc Nation. Jesse Collins serves as executive producer, while Hamish Hamilton directs the performance.
Roc Nation also provides strategic entertainment advisory services for the live performance. This production team has delivered multiple Emmy-winning halftime shows.
Special Programming
Apple Music will feature special coverage of the announcement. Zane Lowe and Ebro Darden will host a Halftime Headliner Special on Apple Music Radio.
The special programming airs Monday, September 29th at 9:30 AM ET. Fans can tune in for exclusive discussions about the historic announcement.
Emmy Success
Recent halftime shows have achieved critical acclaim. The Kendrick Lamar performance became the most-watched Super Bowl Halftime Show and won an Emmy for Outstanding Music Direction.
Usher’s halftime show earned three Emmy nominations in 2024. Rihanna’s 2023 performance won two Emmys, including Outstanding Directing For A Variety Special.
The 2022 show featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar won three Emmys, including Outstanding Variety Special (Live).
Global Reach
Bad Bunny’s selection reflects the NFL’s international expansion efforts. His global fanbase spans multiple continents and language barriers.
The performance will reach millions of viewers worldwide. Apple Music’s platform provides additional global distribution for the historic show.
Cultural Impact
This halftime show represents more than entertainment. It showcases Latin culture’s growing influence in American mainstream media.
Bad Bunny’s message about running yards for others to score touchdowns resonates beyond sports. It speaks to cultural progress and representation.
Technical Innovation
Apple Music’s Spatial Audio technology will enhance the viewing experience. The platform’s immersive sound capabilities promise to deliver exceptional audio quality.
The partnership continues Apple’s music innovation legacy. From iPod and iTunes to Apple Music, the company has consistently revolutionized music experiences.
Fan Anticipation
Social media erupted with excitement following the announcement. Bad Bunny’s diverse fanbase spans age groups and cultural backgrounds.
The halftime show traditionally draws viewers who don’t typically watch football. Bad Bunny’s selection could attract his massive Latin American audience.
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