Anika Robbins
Founder, Black Votes Matter MN

Amidst heightened tensions and nationwide protests surrounding violent immigration raids across Minnesota, Washington, and California, the NFL’s — or more accurately, Jay-Z’s — decision to feature Bad Bunny as the Super Bowl halftime headliner ignited yet another firestorm within NFL fandom.

 

An estimated 135 million viewers (initial estimates) tuned in to watch Super Bowl LX in 2026, headlined by the Puerto Rican rapper, Bad Bunny. Named Spotify’s most-played artist in 2025, he made history as the first Latin artist to perform the entire Super Bowl show in Spanish.

 

The 14-minute performance showcased the Latin diaspora in all its splendor. Bad Bunny skillfully wove together complex narratives, from the difficult history of slavery and sharecropping—represented by the green sugarcane fields on the turf—to the ongoing disparate treatment by the U.S. government following Hurricane Maria, delayed aid from FEMA, and the persistent energy crises (symbolized by the power lines). The performance offered a visceral slice of Latin life, culminating in a vibrant cultural celebration inclusive of the vast Latin diaspora, with flags from every country of the Americas—including the United States and Canada—serving as a powerful reminder that "America" encompasses more than just the U.S.

 

The MAGAverse erupted when Bad Bunny was announced as the Super Bowl LX headliner, prompting Turning Point USA to quickly announce an alternative halftime event. Featuring Kid Rock, the event was ill-fated from the start; artists withdrew, and past songs promoting underaged sex resurfaced, haunting the performer. The show, dubbed a tribute to Charlie Kirk, was never broadcast by mainstream media outlets and was notably not attended by Kirk’s widow, Erica. Early estimates place its viewership at only 6 million—a mere fraction of the official Super Bowl halftime show's 135 million.

 

Mainstream sports have inadvertently become the primary battleground for the nation’s ongoing social and political 'culture wars.' Understandable. While Americans may be divided on many issues, professional sports—especially football and basketball—remain a rare common ground, drawing millions of viewers together, even if only to debate whose team is best. 

Despite America’s rapidly diversifying population, an unspoken expectation persists that 'America' should only be viewed and experienced through a dominant white, European lens. The vitriolic response from conservative, alt-right Americans stems from the sheer shock of not being automatically centered in something as American as apple pie: the Super Bowl halftime show. It underscores how non-white cultures are consistently sidelined and relegated to the margins, perceived as fringe elements of mainstream 'American' culture. Despite common perceptions, the reality is that diverse African, Indigenous, Asian and Latino cultures are foundational to American culture, a truth evidenced by numerous examples. For instance, Kendrick Lamar was the highest-selling artist of 2025, and Rihanna stands as one of the top ten Black women billionaires globally.

 

The NFL is aggressively accelerating its global expansion plan for 2026, which includes nine international regular-season games across four continents, with debuts scheduled in Rio de Janeiro, Melbourne, and Paris, alongside matches in London, Munich, Madrid, and Mexico City. This follows a 10% increase in international viewership for the 2024 game. As of 2025, 29 teams hold marketing rights in 21 foreign countries to grow their local fanbases, with the Philadelphia Eagles targeting Brazil and the Seattle Seahawks focusing on Australia/New Zealand.

 

Despite persistent calls from conservative mouthpieces to terminate the NFL-Roc Nation partnership—and Trump calling the halftime show 'the worst ever'—the collaboration, which includes the social justice initiative "Inspire Change," shows no signs of dissolving. The NFL officially renewed its partnership with Roc Nation in 2025 for another five years. With viewership skyrocketing from 101 million in 2021 to 127.7 million in 2025, the Roc Nation partnership will be instrumental in advancing the franchise's global expansion goals.

 

As America continues to navigate its growing pains, the NFL-Roc Nation halftime show may be the one place where the country is guaranteed to receive a 15-minute social studies lesson each year. And we’re here for it. BVM.