Bad Bunny, the global music icon, headlined the Super Bowl LX Halftime Show at Levi's Stadium in Santa Clara, California on February 8, 2026. Despite the immense exposure and prestige associated with the performance, Super Bowl halftime performers traditionally do not receive a direct payment from the NFL. Instead, they are compensated with a union-mandated fee, which is a nominal amount compared to their usual earnings. For Usher, the 2024 halftime headliner, this meant earning just $671 for the performance and about $1,800 for rehearsals.

So, why do the world’s biggest stars perform for what seems like ‘free’? The answer lies in the unparalleled marketing opportunity the Super Bowl provides. With over 100 million viewers tuning in, the exposure is unmatched. This exposure often translates into a significant surge in music sales, streaming numbers, and overall brand recognition. For instance, Kendrick Lamar experienced a 430% jump in Spotify streams after his 2025 halftime performance. Similarly, Rihanna's search traffic increased by 390% leading up to her Super Bowl LVII performance, with a massive 1,140% increase in music streams.

Bad Bunny's performance was a vibrant celebration of Latin culture. The set design paid tribute to his Puerto Rican heritage, featuring elements like palm trees, sugar cane, and dancers dressed as sugar cane bushes. The performance also included guest appearances by Lady Gaga and Ricky Martin. Lady Gaga performed her duet "Die With a Smile" with a Latin sound. Ricky Martin also performed "Lo Que Le Pasó a Hawaii". Bad Bunny, who won Album of the Year at the 2026 Grammys a week before the Super Bowl, opened his performance with his hit "Tití Me Preguntó". He also performed other songs like "Yo Perreo Sola," "EOO," "NUEVAYoL," and "DTMF".

The Super Bowl LX Halftime Show, officially known as the Apple Music Super Bowl LX Halftime Show, was directed by Hamish Hamilton and co-executive produced by Roc Nation and Jesse Collins. The show was televised nationally by NBC, Peacock, Telemundo, and NFL+. Bad Bunny's performance also carried a political message, redefining "America" and "American" as a continental identity and criticizing the United States' actions in Puerto Rico and Hawaii. He named countries throughout the Americas, including the United States, Canada, Mexico, and Puerto Rico, and displayed flags of many of these nations.

As of 2026, Bad Bunny's net worth is estimated to be around $100 million. This figure reflects his success as a global artist, with revenue streams from world tours, streaming numbers, brand partnerships, and business ventures. Despite not receiving a direct payment for his Super Bowl performance, the exposure and subsequent opportunities are invaluable, further solidifying his status as a global music icon.