Bad Bunny will perform at the Super Bowl LX halftime show for free, but experts predict his weekly earnings could soar to a record $1.7 million after the performance. This is set to be the most "Latino" Super Bowl in history.
The artist made a strategic decision to exclude the US from his world tour in protest against immigration policies and ICE enforcement. His only appearance on American soil in 2026 will be at Levi's Stadium in Santa Clara, elevating the event to historic proportions.
The choice of Bad Bunny has drawn criticism from conservative politicians unhappy that the music will be performed in Spanish. However, for the Puerto Rican star, this is an opportunity to showcase his culture to the English-speaking market.
"We are not savages, we are not animals, we are humans and we are Americans," he stated in his speech at the Grammy Awards.
President Donald Trump confirmed he will not attend the Super Bowl due to disagreement with the choice of performer. According to Billboard, weekly revenue from the musician's catalog in the US is around $788,500, and after the show, this figure could increase by 115%.
Apple Music is the main sponsor, with investments estimated at $50 million. The strategy aims to attract Latino audiences. In 2025, Bad Bunny ranked tenth on the list of the world's highest-paid artists with a net worth of $66 million.
