Bad Bunny’s Super Bowl announcement sparks backlash — and a counter-show is emerging

When Puerto Rican superstar Bad Bunny was confirmed to headline the 2026 Super Bowl LX Halftime Show on February 8 at Levi’s Stadium in Santa Clara, California, the reaction was immediate and intense. The show will be produced by Roc Nation and Apple Music.

Despite wide acclaim for his chart-topping global success and cultural influence, the appointment has also triggered strong criticism — particularly from conservative commentators and audiences who argue the selection fails to reflect traditional “American” cultural expectations. 

The announcement

On September 28, 2025, the NFL, Apple Music and Roc Nation announced Bad Bunny as the headliner during a live broadcast of Sunday Night Football. Bad Bunny said in a statement: “What I’m feeling goes beyond myself. It’s for my people, my culture, and our history. Ve y dile a tu abuela, que seremos el HALFTIME SHOW DEL SUPER BOWL.” 
It marks a milestone: he is widely noted as the first predominantly Spanish-language solo act to headline the Super Bowl halftime show. 

Criticism and controversy

The backlash took several forms. A petition on Change.org called for replacing Bad Bunny with country legend George Strait, arguing the halftime show should reflect “American music traditions” and be “family-friendly,” citing concerns over language and perceived politics. 
Some conservative figures also expressed disdain. For example, former President Donald Trump stated he had “never heard of” Bad Bunny and called the pick “absolutely ridiculous.” 
The controversy coalesces around issues such as immigration enforcement, language, cultural representation and national identity. Critics point to Bad Bunny’s vocal criticism of U.S. immigration policy, his concerts which largely avoid the U.S. mainland over concerns about ICE enforcement, and the fact that he mostly performs in Spanish. 

The counter-show

In parallel to this, the conservative nonprofit Turning Point USA — co-founded by the late Charlie Kirk and now led by his widow Erika Kirk — announced it will host “The All American Halftime Show” on the same day as the Super Bowl. The group’s online signup page lists music genre options including “anything in English,” signalling an emphasis on English-language content and perhaps a more traditional musical repertoire. 
While details of the lineup have not yet been released, the move illustrates how the Super Bowl halftime landscape has become entwined with culture-war debates and viewer fragmentation. 

Broader significance

For Bad Bunny, the performance isn’t just a commercial milestone — it holds cultural and symbolic weight. His recent album and live residency in Puerto Rico emphasised his roots, his identity, and his commitment to Latinx and Puerto Rican culture. 
Meanwhile, the NFL’s decision reflects broader shifts in its strategy: tapping into a multilingual and multicultural audience, seeking global resonance rather than catering only to traditional domestic viewers. Commissioner Roger Goodell remarked the decision was “carefully thought through” and reaffirmed the league has no plans to reconsider the choice despite criticism. 

What to watch

• Will the performance be bilingual or primarily Spanish? How much English-language material will be included will influence reception among different segments of the audience.

• Guest artists & themes. Some analysts expect Bad Bunny may bring in other Latino artists or use the platform for a commentary on culture, identity and Puerto Rico.

• Reaction of viewers vs. critics. The mixed response already suggests a polarized reception; to what extent that affects viewership, social-media commentary, and post-event reviews will be telling.

• Implications of the counter-show. Turning Point’s alternative event raises questions about communal gatherings, shared cultural moments, and whether large national events like the Super Bowl can still serve as unifying spectacles.