Although Bad Bunny will not receive a direct paycheck for his performance at the 2026 Super Bowl, he stands to gain significantly. Following the trend of previous years, his music is likely to experience a substantial boost in popularity and revenue after his halftime show appearance.
The NFL does not compensate artists who perform during the halftime break of its biggest game. Instead, the league covers all production, staging, and logistical expenses. What many perceive as a free performance is, in reality, a strategic investment with a nearly guaranteed return: exposure to millions of viewers worldwide, media headlines, viral memes, controversies, and, importantly, a surge in streaming numbers.
According to Billboard estimates, Bad Bunny currently earns approximately $788,500 weekly in the United States from digital streams alone. Post-Super Bowl, this figure could skyrocket to $1.7 million in just a week. If the trend continues, as it has for other artists, his catalog could continue generating substantial revenue for several weeks thereafter.
Artists like Kendrick Lamar, Usher, Rihanna, and The Weeknd, who have recently graced the halftime stage, witnessed streaming revenue increases of up to 200%. In Lamar's case, his earnings post-performance exceeded $2.5 million. Not bad for an event that doesn’t pay a performance fee, right?
This won’t be Bad Bunny's first Super Bowl stage experience. In 2020, he joined Shakira and Jennifer Lopez in a vibrant show that also featured J Balvin. Among the list of Latin artists who have made history during halftime is Cuban singer Gloria Estefan, who performed in the 1992 and 1999 editions, proving that Latin flavor has always had a place in America’s most-watched television event.
Furthermore, Bad Bunny will be the first Latino artist to headline the show solo. Despite criticisms—former President Donald Trump himself dismissed Bad Bunny and called the choice “ridiculous”—every controversy surrounding the Puerto Rican star tends to amplify his streaming numbers even more.
So, while Bad Bunny won’t be collecting a paycheck for his performance at Levi's Stadium on February 8, his bank account is likely to enjoy a substantial boost, echoing the rhythms of “Yo perreo sola” with a much more lucrative beat after the Super Bowl.
Understanding the Financial Impact of Super Bowl Performances
How does the Super Bowl boost an artist's streaming revenue?
The Super Bowl provides artists with massive exposure to millions of viewers, leading to increased media coverage and viral moments. This results in a significant uptick in streaming activity, often doubling or tripling their regular revenue from digital platforms.
Why doesn't the NFL pay performers directly?
The NFL covers the costs of production and logistics, considering the exposure to a global audience as a valuable opportunity for artists. This exposure often leads to increased sales, streaming, and media presence, which can be more lucrative than a one-time performance fee.
Has Bad Bunny performed at the Super Bowl before?
Yes, Bad Bunny previously performed at the 2020 Super Bowl halftime show alongside Shakira and Jennifer Lopez, marking his presence on the iconic stage.