Adam Minter, Columnist

Bad Bunny Is a Perfect Choice for the Halftime Show

October 1, 2025 at 10:30 AM UTC

Adam Minter is a Bloomberg Opinion columnist covering the business of sports. He is the author, most recently, of “Secondhand: Travels in the New Global Garage Sale."

Bad Bunny is good for business.
Photographer: Kevin Mazur/Getty Images North America

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For months, speculation had mounted over which global superstar would headline the Super Bowl LX halftime show. Taylor Swift and Adele were the frontrunners — at least in the hearts of their fans. But on Sunday night, the National Football League announced that Bad Bunny was its choice.

Many celebrated the fact that the Grammy-winning Puerto Rican superstar would bring his fusion of Latin trap and reggaeton, and other genres to football’s biggest stage on Feb. 8, 2026. Then came the backlash.