Bad Bunny will charge zero dollars for the Super Bowl LX halftime show, but with the “post-show effect” his catalog could skyrocket to $1.7 million per week and beat Rihanna and Kendrick Lamar’s records in front of a record audience expected to exceed 130 million viewers. It is the most profitable financial transaction in the global music industry.
Although the National FootballLeague (NFL) only finances a portion of the halftime production, which in recent years has run between $10 million and $20 million, the global exposure of the event transforms every second of Bad Bunny’s on-screen time into an unprecedented wealth multiplier.
The Puerto Rican star’s repertoire already grosses about $788,500 a week in the U.S. market alone, according to Billboard estimates based on Luminate data, figures that, after her Super Bowl appearance, could climb to $1.7 million a week.
These astronomical numbers respond to an aggressive acceleration of a historic NFL trend experienced by all performers headlining the Super Bowl show.
While the industry average registers a 60% increase in repertoire earnings during the second week post-game, Bad Bunny’s metrics put this spike at 115%, a never-before-seen level that pulverizes the usual standards and surpasses the impact of any Anglo predecessor.
Apple Music, the largest investor in Bad Bunny’s label
Behind this deployment is Apple Music with a sponsorship that would be around 50 million dollars and that does nothing but revalue the personal brand of the Puerto Rican artist.
Its strategy seeks to capture the fastest growing market in the digital sector: the Latin consumer. For the technology company, Bad Bunny is not just an artist, but the ‘Trojan horse’ to snatch subscribers from the competition in the Americas.
And it is that the meteoric rise of the “Bad Bunny” is due in part to Spotify data, in which he has been crowned the platform’s Top Global Artist for the fourth consecutive time, with 19.8 billion plays in 2025.
He also won the platform’s award for best worldwide album of 2025 with ‘DeBÍ TiRAR MáS FOToS’, his sixth studio album, which functions as a nostalgic and emotional ode to his native Puerto Rico and whose songs, such as ‘BAILE INoLVIDABLE,’ ‘DTM’ or ‘NUEVAYoL,’ will be part of the carousel of songs that will star in the Super Bowl halftime show.
Bad Bunny has also established himself as the tenth highest paid global artist in the industry with a net worth of $66 million dollars in 2025, according to Forbes. Much of this financial muscle 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 in which he is currently immersed.
The most Latino Super Bowl in history What makes his strategy even more disruptive is the exclusion of the United States from his tour in protest of immigration policies and fear of raids by the fearful Immigration and Customs Enforcement (ICE).
This decision makes their appearance at Levi’s Stadium in Santa Clara (California) next Sunday their only appearance on U.S. soil in 2026, raising the anticipation to the level of a historic event.
Bad Bunny’s election as representative of the break has not been without criticism among the Republican and conservative ranks of the political sphere, who reproach that his music is in Spanish. He has also shown his disagreement with 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 collecting 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 is against the singer. “I think it’s a lousy choice. All he does is sow hatred. Terrible,” he said.
Although other Latin artists such as Shakira, Enrique Iglesias and Jennifer Lopez have graced the stage before him, reported Agencia EFE, what will make Benito Martínez Ocasio’s show unique is that he will be the first Latin artist to headline the halftime show defending a collection of songs entirely in Spanish for the Anglo market.
Find out more at ‘QueOnnda.com’.
