NFL pushing diverse worldview with Bad Bunny even as America retreats from it | Opinion Mike Freeman, USA TODAY September 29, 2025 at 8:58 PM 1 You need to understand what the NFL has done by selecting Bad Bunny for the Super Bowl halftime show. I mean, really understand.
- - NFL pushing diverse worldview with Bad Bunny even as America retreats from it | Opinion
Mike Freeman, USA TODAY September 29, 2025 at 8:58 PM
1
You need to understand what the NFL has done by selecting Bad Bunny for the Super Bowl halftime show. I mean, really understand.
The music artist recently finished what has been described as a 31-date concert residency at Coliseo de Puerto Rico. Here's how the event was described by USA TODAY: "... a total of 31 shows − served as a respite for fans during a time when social media feeds were overwhelmed with headlines about mass deportations of Latinos in the United States, reflecting a constant fear amid President Donald Trump's ongoing immigration crackdown across the country."
"Bad Bunny's shows felt like a space for fans and the people of Puerto Rico to sing, dance, unwind and bask in their cultural pride."
The NFL knows that Bad Bunny's emphasis on Puerto Rican pride would likely upset certain people, people who like football, but may not like a message of diversity. In fact, they may hate a message of diversity. The league knew this and didn't care.
In making the Super Bowl announcement, Bad Bunny wore a pava, a traditional Puerto Rican hat. "What I'm feeling goes beyond myself," he said in a statement shared by the NFL. "This is for my people, my culture, and our history."
"Bad Bunny represents the global energy and cultural vibrancy that define today's music scene. As one of the most influential and streamed artists in the world, his unique ability to bridge genres, languages, and audiences makes him an exciting and natural choice to take the Super Bowl halftime stage," said Jon Barker, SVP of global event production for the NFL, in a statement.
Cardi B, Chencho Corleone, Ivy Queen and reggaeton duo Jowell y Randy." style=padding-bottom:56%> Cardi B, Chencho Corleone, Ivy Queen and reggaeton duo Jowell y Randy." data-src=https://ift.tt/C3QOFP6 class=caas-img data-headline="Revisit Bad Bunny's career highlights as the Puerto Rico star sets eyes on Super Bowl 2026" data-caption="Bad Bunny concluded the U.S. leg of his "World's Hottest Tour" at SoFi Stadium in Inglewood, California, with back-to-back shows on Sept. 30 and Oct. 1, 2022. The concerts featured musical guests Arcángel, Bomba Estéreo, Cardi B, Chencho Corleone, Ivy Queen and reggaeton duo Jowell y Randy."> Cardi B, Chencho Corleone, Ivy Queen and reggaeton duo Jowell y Randy." src=https://ift.tt/C3QOFP6 class=caas-img>
declaring Oct. 1 as the official Bad Bunny Day. " style=padding-bottom:56%>declaring Oct. 1 as the official Bad Bunny Day. " data-src=https://ift.tt/fJn7ReO class=caas-img data-headline="Revisit Bad Bunny's career highlights as the Puerto Rico star sets eyes on Super Bowl 2026" data-caption="Bad Bunny closed out Los Angeles on a historic note. The City of Los Angeles honored the megastar for his "immense cultural impact to the Latino community across the City of L.A." by declaring Oct. 1 as the official Bad Bunny Day. ">declaring Oct. 1 as the official Bad Bunny Day. " src=https://ift.tt/fJn7ReO class=caas-img>
two new wax figures at Orlando and New York's Madame Tussauds on April 19, 2022. The figure at Madame Tussauds New York is wearing the iconic all-silver look from the Grammy-winner's 2020 Super Bowl performance alongside Jennifer Lopez, Shakira, and J Balvin, complete with the same silver jacket he wore. The wax figure in Orlando is wearing an outfit originally from his WWE Royal Rumble performance and is featured in his "Booker T" music video. For the figure, Bad Bunny donated his trenchcoat, vest, trousers, and pants. " style=padding-bottom:56%>two new wax figures at Orlando and New York's Madame Tussauds on April 19, 2022. The figure at Madame Tussauds New York is wearing the iconic all-silver look from the Grammy-winner's 2020 Super Bowl performance alongside Jennifer Lopez, Shakira, and J Balvin, complete with the same silver jacket he wore. The wax figure in Orlando is wearing an outfit originally from his WWE Royal Rumble performance and is featured in his "Booker T" music video. For the figure, Bad Bunny donated his trenchcoat, vest, trousers, and pants. " data-src=https://ift.tt/apdPOgE class=caas-img data-headline="Revisit Bad Bunny's career highlights as the Puerto Rico star sets eyes on Super Bowl 2026" data-caption="The Puerto Rican superstar revealed two new wax figures at Orlando and New York's Madame Tussauds on April 19, 2022. The figure at Madame Tussauds New York is wearing the iconic all-silver look from the Grammy-winner's 2020 Super Bowl performance alongside Jennifer Lopez, Shakira, and J Balvin, complete with the same silver jacket he wore. The wax figure in Orlando is wearing an outfit originally from his WWE Royal Rumble performance and is featured in his "Booker T" music video. For the figure, Bad Bunny donated his trenchcoat, vest, trousers, and pants. ">two new wax figures at Orlando and New York's Madame Tussauds on April 19, 2022. The figure at Madame Tussauds New York is wearing the iconic all-silver look from the Grammy-winner's 2020 Super Bowl performance alongside Jennifer Lopez, Shakira, and J Balvin, complete with the same silver jacket he wore. The wax figure in Orlando is wearing an outfit originally from his WWE Royal Rumble performance and is featured in his "Booker T" music video. For the figure, Bad Bunny donated his trenchcoat, vest, trousers, and pants. " src=https://ift.tt/apdPOgE class=caas-img>Bad Bunny is set to portray the title role in "El Muerto," making history as Marvel's first Latino lead in a live-action film. He calls the film the "perfect role" for him.
Before suiting up as the super-powered wrestler, the Puerto Rican rapper will make his big-screen acting debut in the neon-drenched "Bullet Train" (in theaters July 29), doing battle with Brad Pitt. " style=padding-bottom:56%>Bad Bunny is set to portray the title role in "El Muerto," making history as Marvel's first Latino lead in a live-action film. He calls the film the "perfect role" for him.
Before suiting up as the super-powered wrestler, the Puerto Rican rapper will make his big-screen acting debut in the neon-drenched "Bullet Train" (in theaters July 29), doing battle with Brad Pitt. " data-src=https://ift.tt/e2aIBWG class=caas-img data-headline="Revisit Bad Bunny's career highlights as the Puerto Rico star sets eyes on Super Bowl 2026" data-caption="Sony Pictures announced during April 2022's CinemaCon that Bad Bunny is set to portray the title role in "El Muerto," making history as Marvel's first Latino lead in a live-action film. He calls the film the "perfect role" for him.
Before suiting up as the super-powered wrestler, the Puerto Rican rapper will make his big-screen acting debut in the neon-drenched "Bullet Train" (in theaters July 29), doing battle with Brad Pitt. ">Bad Bunny is set to portray the title role in "El Muerto," making history as Marvel's first Latino lead in a live-action film. He calls the film the "perfect role" for him.
Before suiting up as the super-powered wrestler, the Puerto Rican rapper will make his big-screen acting debut in the neon-drenched "Bullet Train" (in theaters July 29), doing battle with Brad Pitt. " src=https://ift.tt/e2aIBWG class=caas-img>range. Bad Bunny made his debut as a professional wrestler in April 2021 at WWE's WrestleMania 37. In this photo, taken Jan. 29, 2022, Bad Bunny jumped into the ring again during the Royal Rumble match at The Dome at America's Center. " style=padding-bottom:56%>range. Bad Bunny made his debut as a professional wrestler in April 2021 at WWE's WrestleMania 37. In this photo, taken Jan. 29, 2022, Bad Bunny jumped into the ring again during the Royal Rumble match at The Dome at America's Center. " data-src=https://ift.tt/xGJbUN2 class=caas-img data-headline="Revisit Bad Bunny's career highlights as the Puerto Rico star sets eyes on Super Bowl 2026" data-caption="He's got range. Bad Bunny made his debut as a professional wrestler in April 2021 at WWE's WrestleMania 37. In this photo, taken Jan. 29, 2022, Bad Bunny jumped into the ring again during the Royal Rumble match at The Dome at America's Center. ">range. Bad Bunny made his debut as a professional wrestler in April 2021 at WWE's WrestleMania 37. In this photo, taken Jan. 29, 2022, Bad Bunny jumped into the ring again during the Royal Rumble match at The Dome at America's Center. " src=https://ift.tt/xGJbUN2 class=caas-img>
22nd Latin Grammy Awards. That night he took home the award for best rap/hip hop song for "Booker T" and best urban music album for "El Último Tour del Mundo." " style=padding-bottom:56%>22nd Latin Grammy Awards. That night he took home the award for best rap/hip hop song for "Booker T" and best urban music album for "El Último Tour del Mundo." " data-src=https://ift.tt/SDLTUYl class=caas-img data-headline="Revisit Bad Bunny's career highlights as the Puerto Rico star sets eyes on Super Bowl 2026" data-caption="Days prior, Bad Bunny hit the stage at MGM Grand Garden Arena on Nov. 18, 2021, to perform during the 22nd Latin Grammy Awards. That night he took home the award for best rap/hip hop song for "Booker T" and best urban music album for "El Último Tour del Mundo." ">22nd Latin Grammy Awards. That night he took home the award for best rap/hip hop song for "Booker T" and best urban music album for "El Último Tour del Mundo." " src=https://ift.tt/SDLTUYl class=caas-img>
History in the making. In June 2020, Bad Bunny became the first Latin urban musician to pose for the cover of Rolling Stone (his then-girlfriend, Gabriela Berlingeri, became the first Latina to shoot a Rolling Stone cover photo and Latin music editor Suzy Exposito was the first Latina to write a cover story for the magazine)." style=padding-bottom:56%>History in the making. In June 2020, Bad Bunny became the first Latin urban musician to pose for the cover of Rolling Stone (his then-girlfriend, Gabriela Berlingeri, became the first Latina to shoot a Rolling Stone cover photo and Latin music editor Suzy Exposito was the first Latina to write a cover story for the magazine)." data-src=https://ift.tt/NrU8uS2 class=caas-img data-headline="Revisit Bad Bunny's career highlights as the Puerto Rico star sets eyes on Super Bowl 2026" data-caption="History in the making. In June 2020, Bad Bunny became the first Latin urban musician to pose for the cover of Rolling Stone (his then-girlfriend, Gabriela Berlingeri, became the first Latina to shoot a Rolling Stone cover photo and Latin music editor Suzy Exposito was the first Latina to write a cover story for the magazine).">History in the making. In June 2020, Bad Bunny became the first Latin urban musician to pose for the cover of Rolling Stone (his then-girlfriend, Gabriela Berlingeri, became the first Latina to shoot a Rolling Stone cover photo and Latin music editor Suzy Exposito was the first Latina to write a cover story for the magazine)." src=https://ift.tt/NrU8uS2 class=caas-img>
1 / 67Revisit Bad Bunny's career highlights as the Puerto Rico star sets eyes on Super Bowl 2026Following his three shows at the Crypto.com Arena in Los Angeles, Bad Bunny attended the game between Golden State Warriors and the Los Angeles Lakers on March 16, 2024.
"We know his dynamic performances, creative vision, and deep connection with fans will deliver the kind of unforgettable experience we've come to expect from this iconic cultural moment."
Global energy. Cultural vibrancy. Bridging languages. Cultural moment.
This is the opposite energy of what we're seeing in this country now with ICE raids and draconian imigration policies. The New York Times reported that for the first time in decades, more immigrants are leaving the United States than coming here.
I've covered this league for three decades and it still possesses the ability to shock. Usually, that shock isn't a good thing. In this instance, it is.
So what exactly is the NFL doing? The league is playing the long game.
It is banking on a world when there is no Trump and the NFL continues its attempt to become a truly international sport. The NFL really believes American football can dominate globally. Who knows if that can happen but the thing is the league believes it can. Commissioner Roger Goodell recently said the goal of the NFL is to have 16 international games a season so every team has one.
To the NFL, Bad Bunny is an investment on that international future.
To be clear, the NFL isn't doing this because of altruism. LOL no. The NFL also isn't making this move because the league has some heartfelt belief that we should all live in a diverse world. LOL no. What the league mostly believes in is a diverse bank account. This is all about money and power.
That's all true, and you know what, in this case at least, who cares about the league's motivation? The NFL knows it will catch major hell from some powerful people who will be opposed to Bad Bunny and the league still made this decision. Good for the NFL.
So, yes, you need to understand what the NFL has done by selecting Bad Bunny as its Super Bowl halftime show. I mean, really understand.
The league is using its immense power to push for a more diverse universe, in a country that is, for now, retreating from it.
In other words, the NFL, for once, did the right thing.
This article originally appeared on USA TODAY: NFL pushing diverse worldview America retreats from with Bad Bunny
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