Bad Bunny is known for celebrating his Puerto Rican heritage, which the NFL believes will appeal to a global audience.
The league’s selection is seen as a strategic move to expand its international presence and fan base.
While the decision may be controversial, the NFL is focusing on long-term growth and financial opportunities.
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.
‘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.