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Bad Bunny will earn zero dollars for the Super Bowl LX halftime show, but thanks to the "post-show effect," his catalog could soar to $1.7 million per week, breaking the records set by Rihanna and Kendrick Lamar in front of a record-breaking audience projected to exceed 130 million viewers. It is the most profitable financial operation in the global music industry.
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Although the National Football League (NFL) only covers a portion of the halftime show production costs—which in recent years have ranged between $10 million and $20 million—the global exposure of the event turns every second Bad Bunny is on screen into an unprecedented wealth multiplier.
The Puerto Rican star's repertoire already earns about $788,500 per week in the U.S. market alone, according to Billboard estimates based on Luminate data; these figures could climb to $1.7 million per week following his Super Bowl performance.
These astronomical numbers result from an aggressive acceleration of a historical NFL trend experienced by every artist who headlines the Super Bowl spectacle.
While the industry average shows a 60% increase in repertoire earnings during the second week following the game, Bad Bunny’s metrics project a 115% spike—a level never seen before that shatters standard benchmarks and exceeds the impact of any English-speaking predecessor.
Apple Music, el mayor inversionista de la marca Bad Bunny
Behind this display is Apple Music, with a sponsorship reportedly worth around $50 million, which serves to further enhance the Puerto Rican artist's personal brand.
His strategy seeks to capture the fastest-growing market in the digital sector: the Latino consumer. For the tech giant, Bad Bunny is not just an artist, but a 'Trojan horse' to win subscribers from competitors across the Americas.
The meteoric rise of the "Bad Bunny" is partly due to Spotify data, where he has been crowned the platform's Top Global Artist for the fourth consecutive time, with 19.8 billion streams in 2025.
He also won the platform's award for Best Global Album of 2025 with 'DeBÍ TiRAR MáS FOToS,' his sixth studio album. The album functions as a nostalgic and emotional ode to his native Puerto Rico, and its songs—such as 'BAILE INoLVIDABLE,' 'DTM,' or 'NUEVAYoL'—are expected to be part of the setlist for the Super Bowl halftime show.
Bad Bunny also establishes himself as the tenth highest-paid global artist in the industry, with a net worth of $66 million in 2025, according to Forbes. Much of this financial strength comes from the more than 30 concerts he performed in 2025 as part of his successful residency in Puerto Rico, which served as a prelude to the world tour he is currently undertaking.
El Super Bowl más latino de la historia
What makes his strategy even more disruptive is his exclusion of the United States from his tour in protest of immigration policies and fear of raids by U.S. Immigration and Customs Enforcement (ICE).
This decision makes his appearance at Levi's Stadium in Santa Clara, California, next Sunday his only performance on American soil in 2026, elevating expectations to the level of a historic event.
The choice of Bad Bunny as the halftime representative has not been free of criticism among Republican and conservative circles in the political sphere, who reproach the fact that his music is in Spanish. He also expressed his disagreement regarding what is happening in the U.S. in a powerful speech at the Grammys last Sunday:
"We are not savages, we are not animals, we are humans and we are Americans," he said after accepting the award for Best Urban Music Album.
U.S. President Donald Trump confirmed that he will not attend this year's Super Bowl because he opposes the singer. "I think it's a terrible choice. All he does is sow hate. Terrible," he stated.
Although other Latino artists have graced the stage before him, such as Shakira, Enrique Iglesias, and Jennifer Lopez, what will make the show promised by Benito Martínez Ocasio unique is that he will be the first Latino to headline the halftime show while defending a collection of songs entirely in Spanish before the English-speaking market.
[Publicidad]