Bad Bunny’s upcoming Super Bowl halftime show: controversy vs. culture

When the NFL introduced the latest Superbowl halftime show news, fans didn’t just cheer but exploded online. Within minutes, #BadBunnySuperbowl became the talk of the internet in America and Latin communities, sparking a moment that goes beyond music or football. 

The announcement quickly gained political backlash. Bad Bunny has openly criticized the actions of the U.S. immigration and customs enforcement (ICE) in the past, particularly during public outrage over raids. His old comments resurfaced online, adding more significance to the halftime show. Supporters view the performance as a moment of recognition for Latin visibility, while critics argue that the NFL is challenging the traditional image of the halftime show. 

Fans took to social media to share their feelings. One supporter tweeted “At a time in our country where ICE is tearing families apart… having Bad Bunny at the Super Bowl is such a powerful, amazing statement.” Even non-Latino viewers voiced their support: “I stand with the Spanish-speaking brother and I’m committing to learning Spanish! Should be a fun time,” one fan posted. The reactions from supporters show to many that the upcoming performance signifies more than entertainment but a statement of pride. 

Bad Bunny himself spoke about the achievement. During an interview with AS English, he expressed “I’m really excited for my friends, my family, Puerto Rico, and all the Latino people around the world… More than an achievement for me, it’s a milestone for all of us.” On the Sherri Shepherd show Cuban American songwriter and actor Gloria Estefan added “I’m so happy for him… We need Latino representation in this particular moment,” while Jennifer Lopez mentioned, “His music transcends language” on the Today Show. 

The performance also reflects a strategic evolution for the NFL. The Latin-American population makes up 20% of the U.S. population, and the league clearly desires to expand their viewership to a more diverse audience.  

Behind the scenes, Jay Z’s Roc Nation has handled the halftime show since 2019, known for promoting performances that display the country’s cultural state. From Shakira and Jennifer Lopez’s immigrant-themed show in 2020 to Rihanna’s celebration of black culture in 2023, Roc Nation has used the halftime show to exhibit current social trends. 

Bad bunny perfectly fits that tendency. 

While the announcement is exciting for many, it evidently hasn’t been without implications. Current United States president Donald Trump claimed he had “never heard of him” and called the decision “absolutely ridiculous” according to The Hollywood Reporter. 

Meanwhile, Trump’s advisor, Corey Lewandowski suggested that ICE agents would be present at the Superbowl to enforce immigration laws. He stated, “If there are illegal aliens, I don’t care if it’s a concert for Johnny Smith or Bad Bunny or anybody else. We’re going to do enforcement everywhere,” according to Rolling Stone.  

These comments echo recent actions, such as the June 2025 Los Angeles raid, where parents and even children were being detained in basements before being transferred to detention centers in Texas. The operation started a wave of protests and frustration, highlighting the human impact of immigration enforcement.  

In this context, Bad Bunny’s previous statements about ICE and his selection as the Super Bowl Halftime entertainment have made the annual milestone of American entertainment a highly political moment. 

Bad Bunny, for his part, has handled all the criticism with a sense of humor, saying on Saturday Night Live, after delivering a line in Spanish, “If you didn’t understand what I just said, you have four months to learn.”  

Cover Image: Bad Bunny on Saturday Night Live