Bad Bunny announced as Super Bowl 2026 halftime performer

The NFL, Apple Music and Roc Nation confirmed on Sunday that Bad Bunny will headline the 2026 Super Bowl halftime show on 8 February at Levi’s Stadium in Santa Clara, California. The Grammy-winning Puerto Rican artist will take the stage at a career peak, following a record-breaking residency in San Juan that drew more than half a million fans, leading the nominations at the Latin Grammys, and consistently ranking among the most streamed artists worldwide.

This will be Bad Bunny’s second Super Bowl appearance. In 2020, he joined Jennifer Lopez and Shakira for their celebrated show, but 2026 marks his first time as the lead performer.

Past Super Bowl Halftime Shows and Viewership

The Super Bowl halftime show consistently draws record-breaking audiences.

Here is a look at the past 10 performances:

The Cultural Power of the Super Bowl

The Super Bowl is more than the NFL’s championship game – it is one of the biggest cultural events worldwide. The halftime show is now a standalone spectacle, with many viewers tuning in as much for the music as for the sport. Viral moments, streaming spikes and weeks of online conversation follow almost every performance.

The match itself has become a communal ritual. Fans host Super Bowl parties across the US, while millions more watch internationally, turning the event into a global cultural touchstone.

The Super Bowl halftime show is also one of the most valuable advertising platforms. In 2025, the average cost of a 30-second Super Bowl advert reached $7–8 million, making it the priciest airtime in television. That figure does not include additional spend on:

• Creative production and celebrity talent – often adding several million more

• Extended airtime packages – networks bundle Super Bowl slots with wider TV buys

• Social and digital campaigns – brands expand adverts with teaser clips and interactive content

Because of these high costs, many companies now favour social media marketing around the Super Bowl. Platforms such as TikTok, Instagram and X allow for targeted campaigns at a fraction of the budget, with measurable engagement and flexibility.

The selection of Bad Bunny as Super Bowl 2026 halftime headliner adds further appeal for sponsors. His massive streaming audience across Latin America, Spain and the US provides global reach for advertisers seeking cultural relevance.

“We are honored to have him on the world’s biggest stage” – Jay-Z

For nearly a decade, Pepsi was synonymous with the Super Bowl halftime show. From Beyoncé and Lady Gaga to The Weeknd, the soft drink giant used the platform to dominate cultural conversation. In 2022, Pepsi ended its deal, and Apple Music became the new presenting sponsor.

Since then, the event has been branded the Apple Music Super Bowl Halftime Show, aligning with Apple’s push to position streaming as the centre of global music consumption. Bad Bunny, one of the most streamed artists in the world, exemplifies that shift.

Super Bowl 2026: Music Meets Sport

The Super Bowl stands as the pinnacle of American football and one of the defining spectacles in global entertainment. Its halftime show has grown into a cultural barometer, shaping music history, generating viral moments and providing brands with unrivalled visibility on a worldwide stage.

With Bad Bunny set to headline at Levi’s Stadium in 2026, the event will unite sport, music and commerce in front of more than 100 million viewers. It marks a milestone not only for Latin music, but for the NFL’s ambition to frame the Super Bowl as a truly international celebration of fan culture.