The Super Bowl LX halftime show, officially known as the Apple Music Super Bowl LX Halftime Show, is the upcoming halftime entertainment for Super Bowl LX, scheduled to take place on February 8, 2026, at Levi's Stadium in Santa Clara, California. The show will be headlined by Puerto Rican reggaeton and Latin trap artist Bad Bunny, the first Latino and Spanish-speaking singer to perform as a solo act. It will be televised nationally in the United States by NBC, Peacock, Telemundo, and NFL+.
| Part of | Super Bowl LX | ||||||
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| Date | February 8, 2026 | ||||||
| Location | Santa Clara, California U.S. | ||||||
| Venue | Levi's Stadium | ||||||
| Headliner | Bad Bunny | ||||||
| Sponsor | Apple Music | ||||||
| Director | Hamish Hamilton | ||||||
| Producer | Jesse Collins, Roc Nation | ||||||
| Super Bowl halftime show chronology | |||||||
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Background
On September 9, 2025, it was reported that NFL commissioner Roger Goodell hinted that American singer-songwriter Taylor Swift could be headlining the halftime show. He said when asked if it's possible that Swift could do the show on February 8, 2026: "We would always love to have Taylor play. She is a special, special talent, and obviously she would be welcome at any time". When asked by co-host Savannah Guthrie if an appearance from Swift was in the works, Goodell said "I can't tell you anything about it". Swift, for the third time out of the past four years, declined the opportunity. It was initially reported that Swift had asked for an appearance fee and full copyright over the show, which the NFL does not provide to performers. However, Swift later stated that she had rejected the possibility during early conversations with Roc Nation because she was unwilling to perform in a game in which her fiancé Travis Kelce could be a participant, since it would detract from her enjoyment of the game by having to focus on the details of a concert. (Swift's concerns were rendered moot after Kelce's team, the Kansas City Chiefs, were eliminated from the possibility of reaching the playoffs on December 14, nearly two full months before the performance.)
Billboard also previously reported that potential headliners included Lady Gaga (who previously headlined the 2017 Super Bowl LI halftime show), Mariah Carey, Justin Bieber, Drake, BTS, Green Day, Metallica and Jay-Z. Adele and Miley Cyrus were also reported to be in talks, with Adele reportedly turning it down.[citation needed]
Announcement
Puerto Rican reggaeton and Latin trap artist Bad Bunny was officially announced as the headliner for the Apple Music Super Bowl LX Halftime Show on September 28, 2025, by the NFL, in partnership with Apple Music and Jay-Z's Roc Nation, during halftime of NBC's Sunday Night Football broadcast. The performance is scheduled for February 8, 2026, at Levi's Stadium in Santa Clara, California.
In a statement, Bad Bunny highlighted the cultural significance of the event, saying, "This is for my people, my culture, and our history". Earlier in 2025, Bad Bunny had declined to hold concerts in the mainland United States and reserved Puerto Rican shows to archipelago and island residents due to concerns over Immigration and Customs Enforcement (ICE) raids. A day before the announcement, Bad Bunny said, "I’ve been thinking about it these days, and after discussing it with my team, I think I'll do just one date in the United States."
The announcement followed Kendrick Lamar's 2025 show and marks Bad Bunny as the first Latino and Spanish-speaking artist to headline the Super Bowl halftime show as a solo act. He previously performed as a special guest at the Super Bowl LIV halftime show, alongside headliners Shakira and Jennifer Lopez.
Latino audience strategy
Bad Bunny's selection came amid the NFL's intensified efforts to grow its Latino fanbase, which the league identified as essential to its expansion strategy. In 2024, NFL Senior Vice President of Global Brand and Consumer Marketing Marissa Solis stated that league growth "is mathematically impossible without Latinos," citing over 39 million Latino fans in the United States—one of the largest Latino fanbases in American sports. The league's "Por La Cultura" campaign, launched in 2021, represents an ongoing initiative to cultivate Latino audiences through Spanish-language broadcasts, cultural partnerships, and storytelling featuring Latino players.
The selection also reflected the growing economic influence of Latino consumers in the United States. According to research from UCLA and the Latino Donor Collaborative, U.S. Latino GDP reached $4.1 trillion in 2023. Latino consumers rank as the world's fifth-largest economy if measured independently with Latino purchasing power reaching $4.1 trillion. A 2025 McKinsey report projected that Latinos would account for one-third of total U.S. sports market growth by 2035.
Super Bowl LX will feature the broadest Spanish-language broadcast distribution in Super Bowl history, with both Fox Deportes and Telemundo producing separate Spanish-language coverage of the game.
Reception to selection
Reactions to the announcement were mixed. Some responses were positive, celebrating the selection as a milestone for Latino representation. California Governor Gavin Newsom tweeted that "California is excited to welcome you". Univision highlighted the pride of the Latino community, while celebrities such as Jennifer Lopez, Bruno Mars, Shakira, and Jelly Roll expressed their support. Jay‑Z of Roc Nation praised Bad Bunny's achievement, and reports emphasized the economic and cultural impact of his concerts in Puerto Rico. NFL officials expressed that Bad Bunny's selection was important to be relevant to its growing Latino fanbase, and part of a broader effort to engage the community of over 70 million Latinos in the United States.
Other responses were critical, particularly from conservative commentators. President Donald Trump described the announcement as "absolutely ridiculous". Some commentators also noted that Bad Bunny performs primarily in Spanish and reportedly avoided including U.S. dates in his Debí Tirar Más Fotos World Tour due to concerns about potential ICE raids. Conservative influencers and political figures questioned Bad Bunny's selection, with Ryan Fournier stating that "whoever picks these people should be fired". Benny Johnson described him as a "massive Trump hater" and "anti-ICE activist", and criticized that he primarily performs in Spanish. In response to the controversy, Homeland Security Secretary Kristi Noem announced that ICE agents would be present at the Super Bowl. Speaker of the House Mike Johnson noted Bad Bunny's niche audience and lack of crossover appeal to the critical mass of Americans that watch the Super Bowl halftime, suggesting Lee Greenwood as an alternative. Bad Bunny later addressed the backlash, notably during his Saturday Night Live appearance, where he jokingly told critics they had "four months to learn" Spanish. Conservative organization Turning Point USA announced that it intended to set up its own halftime musical performance as counterprogramming, with conservative musician Kid Rock announced as the headliner on February 4, 2026.
Goodell dismissed criticism of the selection as typical for an event of its caliber and rejected calls to change the artists in an October 22 press conference, stating it had been "carefully thought through" and that the selection was an intentional effort to cater to a global audience: "that's what we try to achieve." Goodell's only concession in the conference was that additional acts could possibly be added before the show. Goodell again defended the selection of Bad Bunny for the halftime performance during a press conference on February 2, 2026, stating, that Bad Bunny is "one of the greatest artists in the world". Jay-Z dismissed the opposition to the selection as astroturfing, saying: "They love him. Don't let them fool you."
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