As the countdown to Super Bowl LX begins, Puerto Rican superstar Bad Bunny is gearing up for a performance that could define his career—but he won’t see a penny for it. Scheduled to headline the halftime show on February 8, 2026, the artist, whose real name is Benito Antonio Martínez Ocasio, faces backlash from certain political circles while preparing to showcase his music to millions.
A Controversial Choice for the Halftime Show
Bad Bunny’s selection as this year’s halftime headliner has ignited criticism, particularly among supporters of former President Donald Trump. Critics have branded the rapper a “massive Trump hater” and an “anti-ICE activist,” while also questioning his lack of English-language songs. Despite the controversy, the Super Bowl remains a prime platform for artists to gain exposure—albeit without financial compensation.
In a surprising twist, it’s important to note that performers at the Super Bowl halftime show do not receive payment. Instead, they are compensated through the significant visibility that comes with the event. According to Forbes, the NFL typically covers only minimal costs, with the bulk of the financial burden absorbed into production expenses.
The Value of Exposure
While many might expect a lucrative payday for such a high-profile performance, history shows that artists often reap rewards in the form of increased streams and sales following their halftime appearances. For instance, Kendrick Lamar, who performed in 2025, saw his song “Not Like Us” experience a staggering 430% surge in streams after the game, which attracted an average of 133.5 million viewers.
Rihanna’s Super Bowl performance in 2023 led to a remarkable 640% boost in her Spotify streams, along with an estimated $88.3 million in media impact value in just 12 hours post-show. Similarly, Lady Gaga’s 2017 performance resulted in a 1000% increase in her album and song sales, while Jennifer Lopez gained 2.3 million new Instagram followers after her 2020 show with Shakira.
The Production Behind the Spectacle
The financial outlay for the halftime show is substantial, with the NFL and major sponsors like Apple Music typically investing around $10 million to cover production costs, staff, and the elaborate staging needed for such a grand event. Notably, artists have often invested their own money to enhance their performances, as was the case with The Weeknd, who reportedly spent $7 million in 2021 to ensure his show met high expectations.
This year’s Super Bowl LX, set to take place in Santa Clara, California, will see the New England Patriots take on the Seattle Seahawks, a rematch of their 2015 clash where the Patriots triumphed 28-24. The stakes are high, both on the field and in the spotlight for Bad Bunny.
Why it Matters
Bad Bunny’s upcoming performance is more than just a musical showcase; it reflects the evolving landscape of the entertainment industry, where exposure can often outweigh financial remuneration. For many artists, the opportunity to perform at such a prestigious event can lead to life-changing exposure and career advancement. Yet, it also raises questions about the value placed on artists’ contributions in a commercialised setting. As Bad Bunny steps into the limelight, his performance could spark crucial conversations about artist compensation and the nature of success in the modern music industry.