Bad Bunny is about to take over the biggest stage in America—and he’s doing it without a paycheck. The Puerto Rican superstar will headline the Super Bowl LX halftime show on February 8, 2026, in Santa Clara, California, performing for an audience that could top 100 million viewers. But despite being one of the most streamed artists on the planet, he won’t earn his standard performance fee for the gig.
That’s not unusual in the NFL’s world. Halftime headliners traditionally perform for free, aside from union-scale minimums that are folded into production costs. Instead of a direct payout, artists gamble on the massive exposure. And history shows that bet can pay off big. Last year, Kendrick Lamar’s Super Bowl performance drew an average of 133.5 million viewers, and his track Not Like Us saw a 430% spike in streams almost immediately afterward.
Rihanna experienced an even more dramatic boost following her 2023 halftime appearance. Her Spotify streams surged 640%, and her beauty brand Fenty Beauty saw a surge in attention and sales. Within just 12 hours of her performance, she reportedly generated $88.3 million in media impact value. Earlier performers have seen similar results—Lady Gaga’s music sales jumped 1,000% after her 2017 set, and Jennifer Lopez gained 2.3 million Instagram followers following her 2020 performance with Shakira.
Still, Bad Bunny’s selection hasn’t come without controversy. The 31-year-old artist, born Benito Antonio Martínez Ocasio, has faced criticism from some conservative commentators who label him “anti-Trump” and “anti-ICE.” Others have questioned his predominantly Spanish-language catalog. Despite the backlash, he appears unfazed and focused on delivering what could be a defining career moment.
While the artist performs without pay, the show itself is far from cheap. The NFL and Apple Music typically spend around $10 million on halftime production, covering elaborate staging, staff, and technical elements. Some artists have even dipped into their own pockets to elevate their performances—The Weeknd reportedly contributed $7 million in 2021 to enhance his show beyond the league’s budget.
As for the game, Super Bowl LX will feature the New England Patriots facing off against the Seattle Seahawks in a rematch that echoes their dramatic 28-24 showdown in 2015. But for many viewers, the halftime spectacle is just as anticipated as the final score. For Bad Bunny, the night isn’t about a check—it’s about scale. And if history is any guide, the exposure alone could translate into numbers that dwarf any upfront fee.
