Bad Bunny’s All-Spanish Set Highlights Rising Latin American Influence
Santa Clara, Monday, 9 February 2026.
Bad Bunny made history on February 8, 2026, delivering the Super Bowl’s first-ever all-Spanish halftime show, a strategic pivot highlighting the immense economic power of the Hispanic consumer base.
A Historic Shift in Entertainment Strategy
On Sunday, February 8, 2026, Puerto Rican superstar Bad Bunny headlined the Super Bowl LX halftime show at Levi’s Stadium in Santa Clara, California, marking a definitive shift in the National Football League’s entertainment strategy [1][7]. Produced by Jay-Z’s Roc Nation and Apple Music, the 14-minute spectacle was the first in the event’s 60-year history to be performed entirely in Spanish [2][7]. This creative decision underscores the NFL’s pivot toward engaging the lucrative Hispanic market, leveraging the influence of an artist who was Spotify’s most-streamed act globally in 2025 [1][2]. The performance, which took place during the matchup between the New England Patriots and the Seattle Seahawks, prioritized cultural authenticity over linguistic assimilation, with Bad Bunny previously noting that audiences need only worry about “dance” rather than language [5].
Cultural Specificity on a Global Stage
The production design was deeply rooted in Puerto Rican heritage, centered around a set depicting “La Casita,” a nod to traditional island homes and the artist’s 2025 residency [1][7]. The narrative flow of the show moved through distinct visual chapters, including a sugar cane field, a wedding, and a New York-style street scene that paid homage to the Puerto Rican diaspora [7]. In a move that blended high-profile celebrity with niche cultural references, the set featured a social club tended by Maria Antonia Cay, known as “Toñita,” a beloved figure from the Puerto Rican community in Williamsburg, Brooklyn [7]. The guest list was equally curated to bridge markets, featuring performances by Lady Gaga and Ricky Martin, alongside cameos from Pedro Pascal, Cardi B, Jessica Alba, and Atlanta Braves outfielder Ronald Acuña Jr. [2][5][7].
Political Friction and Market Realities
While the performance culminated in a message of unity—with Bad Bunny holding a football emblazoned with “Together, We Are America”—the event highlighted the polarization currently affecting mass-market entertainment [1][2]. Following the show, President Donald Trump took to Truth Social to criticize the performance as a “slap in the face” to America and “one of the worst” in history [1]. This sentiment was mirrored by conservative organizations; Turning Point USA aired a counter-program titled the “All-American Half Time Show” featuring Kid Rock during the broadcast [1][7]. Despite this political headwinds, the NFL and Roc Nation proceeded with the booking, a decision likely bolstered by the fact that Bad Bunny had just secured the Grammy for Album of the Year on February 1, 2026, for DeBí TiRAR MáS FOToS, becoming the first all-Spanish language record to win the prestigious award [1][7].
Analyzing the Narrative Arc
The setlist provided a critical look at the artist’s intent to balance commercial hits with social commentary. Opening with the high-energy “Tití Me Preguntó,” the show transitioned into darker, more socially conscious territory with “El Apagón,” a track referencing the chronic power outages plaguing Puerto Rico since Hurricane Maria in 2017 [2][7]. By including these specific grievances on the world’s most-watched stage, Bad Bunny maintained the political momentum from his Grammy acceptance speech just a week prior, where he criticized Immigration and Customs Enforcement (ICE) [2][7]. Ultimately, the performance served as a complex intersection of corporate strategy, cultural celebration, and political discourse, validating the NFL’s calculation that the future of global sports entertainment is increasingly multilingual.