Puerto Rican reggaeton artist Bad Bunny headlined the Super Bowl LX halftime show at Levi’s Stadium in Santa Clara, California, marking a major moment in the NFL‘s ongoing efforts to expand its presence in Latin America. The choice stirred controversy, particularly among conservative circles and figures like former President Donald Trump, who openly criticized the selection and announced he would not attend the event, citing the distance and artist choices as reasons for his disinterest.
Trump told the New York Post,
“I’m anti-them. I think it’s a terrible choice. All it does is sow hatred. Terrible.”
Strategic Moves Behind the NFL’s Latin American Focus
NFL Commissioner Roger Goodell’s decision to feature Bad Bunny, despite political backlash, underscores a strategic emphasis on capturing the Latin American market, rather than catering to traditional U.S. political sensibilities. Bad Bunny, known for performing primarily in Spanish and speaking critically about immigration enforcement, notably at the Grammy Awards, presented a calculated risk aimed at attracting a growing Latino fan base.
The NFL’s interest in Latin America is rooted in decades of incremental efforts, including collaborations dating back to the 1950s and an evolving series of international games intended to build fan engagement beyond U.S. borders.
Longstanding NFL Efforts to Grow International Fanbase
The league’s international expansion beginnings trace back to exhibitions against Canada’s CFL teams in the 1950s and ’60s. Although an early attempt to hold a game in Mexico City in 1968 was canceled due to local protests, the NFL persisted, eventually staging international preseason games, including the American Bowl series starting in 1986, with several played in Mexico.
Meanwhile, the NFL’s global ambitions extended to Europe, culminating in the World League of Football in 1991, which included teams from the U.S., Canada, and Europe. Despite financial losses, this laid the groundwork for NFL Europe and cultivated a European fan base.
Mexico as a Key Market with Record-Breaking Games
Latin America’s significance to the NFL became more prominent when Mexico City hosted the first regular-season game outside the United States in 2005, with the Arizona Cardinals facing the San Francisco 49ers at Estadio Azteca. This event drew over 103,000 spectators, the largest attendance in NFL history, and was marketed as “Fútbol Americano” to appeal directly to local fans.
Following this success, the NFL International Series focused on London for a decade, before returning to Mexico City in 2016 hosting the Raiders versus Texans game. The league plans a continued international presence with games set for Mexico City, Munich, Berlin, and London in 2026, plus new stops in Sydney and Rio de Janeiro.
Latin America’s Growing NFL Fan Base and Cultural Importance
Mexico and Brazil stand as the NFL’s two largest international markets, each boasting nearly 40 million fans. While this number is small relative to the countries’ total sports audiences, it mirrors the size of the Latino football audience in the United States. The league also promotes cultural outreach through initiatives like the Por La Cultura campaign during Latino Heritage Month, honoring Latino players and cultural contributions.
Geographical proximity gives Mexico a unique connection to NFL content, with teams like the Dallas Cowboys enjoying particular popularity among Mexican fans.
Challenges and Criticisms of Expanding Beyond U.S. Borders
Despite growing international interest, the NFL’s expansion outside the United States has elicited criticism. Some domestic supporters argue that international games reduce the number of home games for season-ticket holders, creating mixed feelings about the league’s global ambitions. Moreover, critiques have emerged about the NFL’s vast financial resources—over $23 billion in revenue during the 2024-25 season—being used to overshadow local sports traditions in other countries.
Cultural critiques also tie the league’s spread to broader concerns regarding the promotion of militarism, nationalism, and American exceptionalism, fueling debate around cultural imperialism linked to football’s global growth.
Bad Bunny’s Role Highlights the NFL’s Strategic Calculus
Bad Bunny’s inclusion as the halftime artist reflects the NFL’s willingness to accept political controversy to deepen its connection with Latin American audiences. The artist’s public stance against U.S. immigration enforcement and decision to cancel his 2025 mainland tour dates due to concerns about Immigration and Customs Enforcement (ICE) actions emphasized tensions around immigration policies.
The Department of Homeland Security reportedly warned of potential immigration enforcement actions at the Super Bowl, reinforcing these anxieties among fans.
Nonetheless, the NFL prioritizes expanding its reach to Latin American viewers, betting that attendees and audiences will engage with the full game experience and potentially become lifelong fans of the sport.
Future Outlook for NFL Latin America Expansion
Building on a history of international initiatives and leveraging strategic entertainment choices like Bad Bunny, the NFL is positioning itself for sustained growth in Latin America. With plans to return to Mexico City in 2026 and extend games to new international markets, the league aims to cultivate a stronger foothold across cultures and borders.
As these efforts unfold, the NFL’s ability to balance cultural sensitivities, fan expectations, and political dynamics will shape the sport’s global footprint and fan base development in the coming years.
