Bad Bunny Super Bowl Halftime Sparks NFL Owner Concerns Over Billion-Dollar ESPN Deal

The National Football League (NFL) announced that it selected Bad Bunny to perform at the upcoming Super Bowl LX halftime show but the decision was not well-received. Instead, backlash erupted and this reaction prompted at least one NFL team owner to warn Commissioner Roger Goodell that the internal negative response could place the league's media partnership with ESPN at risk.

The deal being referred to is a proposed contract in which the football league will transfer NFL Network, a sports-oriented pay television network owned by the NFL and its other media assets to ESPN in exchange for a 10 % equity stake in the media company. This strategic deal is currently awaiting the approval of federal antitrust officials and with Bad Bunny headlining this year's Super Bowl, the owner is worried they may not get the thumbs-up they were hoping for.

Controversy Over Bad Bunny's Halftime Selection

In September, the NFL revealed that Bad Bunny, the Puerto Rican superstar rapper and singer, will perform at the halftime show during Super Bowl LX that will take place on 8 February  2026, at Levi's Stadium in Santa Clara, California. The decision ignited debate among fans and critics due to political stances plus the Spanish‑language repertoire that the rapper would deliver at the event.

Moreover, five days after the announcement, the US Secretary of Homeland Security Kristi Noem reprimanded the NFL for its choice of performer. In her interview with The Benny Johnson podcast show, she said the league is 'weak' for making such a decision to bring Bad Bunny to Super Bowl LX.

'They suck, and we'll win,' Noem told Johnson when asked what message she wanted to send to the league. 'They won't be able to sleep at night because they don't know what they believe. And they're so weak, we'll fix it.'

Reason for Backlash for Bad Bunny's Super Bowl Appearance

Now, why is Bad Bunny's performance at the Super Bowl an issue? The answer is simple - the rapper and three-time Grammy winner, whose real name is Benito Antonio Martínez Ocasio, said in October of last year that he will not perform in the US for his upcoming tour because ICE might raid his shows. He also openly blasted the Trump administration for its immigration policies.

On the same podcast, Noem added that attendees of the game should be law-abiding Americans 'who love this country,' a remark being interpreted as a veiled critique of Bad Bunny, referencing his past anti-ICE statements and criticism of the current administration, which some officials see as a foreigner's expression of dislike for the country.

Noem also said that despite Bad Bunny's appearance, ICE agents will surely be at the Super Bowl. She said they will be all over the venue because as the Secretary of Homeland Security, 'I have the responsibility to make sure everybody who goes to the Super Bowl has the opportunity to enjoy it and to leave safely. That's what America's about.'

Roger Goodell Stood Its Ground

Despite the call to reconsider its decision over Bad Bunny's Super Bowl halftime and warnings from an owner, the NFL commissioner did not budge and rather defended the selection by pointing out that the league made the choice and fully supported that option to have the Puerto Rican artist on the stage of the football championship game.

Goodell also explained that choosing Bad Bunny was a 'carefully thought-out' move and aligned with a strategy to attract younger and more diverse audiences. This is because the Latin music icon is exceptionally popular, having been named top global artist on Spotify which is the fourth time in 2025, after gaining 19.8 billion streams.

The executive reiterated that the rapper's appearance can help fulfill the league's primary business objective which is to expand NFL's international and Latino reach. Bad Bunny's supporters also believe his performance at the Super Bowl will help boost interest in markets outside the US where NFL is targeting for growth.

Owner's Concern in the NFL‑ESPN Media Deal

Meanwhile, one of the NFL's executives is worried about Bad Bunny's appearance at Super Bowl LX because his songs are mostly in Spanish. Plus, the fact he previously criticised Trump and his administration, the league may not get the federal antitrust approval that it needs to complete the deal with ESPN.

Some sources who have knowledge of the negotiations indicate that regardless of the controversies involving Bad Bunny, the NFL-ESPN deal remains on track and is already close to completion. But then again, whether the halftime show really affects the media deal or not - still remains to be seen.