Why Bad Bunny Won’t Get Paid for the Super Bowl (But Still Stands to Make Millions)

Bad Bunny is set to take one of the biggest stages in entertainment as the headliner for the Super Bowl LX halftime show, marking a historic moment for both the NFL and Latin music’s global rise. The league’s decision places the Puerto Rican superstar at the center of the 2026 championship broadcast. And the announcement quickly ignited widespread conversation online and across media, reflecting both excitement from fans and broader cultural debates. Here’s what to know about why Bad Bunny won’t receive payment for his Super Bowl performance but will likely still make millions.

Bad Bunny will not get paid for his historic Super Bowl LX performance

Bad Bunny’s upcoming performance at the Super Bowl LX halftime show arrives at a career high point. The global superstar dominated the 2026 Grammy Awards with multiple major wins, including Album of the Year. The Puerto Rican artist, born Benito Antonio Martínez Ocasio, is set to make history as the first Spanish-language headliner of the NFL’s most-watched stage, further cementing his crossover appeal while staying rooted in Latin music and culture. While the choice to have him perform during the Super Bowl has brought controversy, his fans are ecstatic to see what he does with his time on the field.

Despite his status as one of the highest-earning musicians worldwide, Bad Bunny will not receive a performance fee for his Super Bowl LX appearance. This is due to a long-standing NFL policy. Halftime performers do not receive payment for their performances, though the league covers production costs and logistics. For Bad Bunny, the exposure is expected to further solidify his dominance rather than serve as a financial necessity.

“The halftime show at the Super Bowl remains a highly coveted spot for many artists,” entertainment attorney Lori Landew of Fox Rothschild told Forbes in 2019. “Some of those artists do not see their appearance as a political statement, nor do they see the show as a cultural battleground, but rather view their live performance as an opportunity to entertain an enthusiastic crowd and to share their music and their talent with millions of viewers.”

Landew went on to explain how artists know how “rare” it is to attain the highly coveted Super Bowl halftime spot. “And while some statements may be more subtle than others, it’s always interesting to see the choices that artists make when presented with the opportunity to speak to millions through their music.”

Here’s how Bad Bunny can still make money from his Super Bowl performance

Bad Bunny may not receive a paycheck from the NFL for headlining the Super Bowl halftime show. However, history shows that exposure alone can translate into massive financial gains. The halftime show routinely delivers one of the largest television audiences in the world. This means tens of millions of viewers are introduced to the artist at once. Past performers have seen dramatic spikes in music consumption immediately after the broadcast. Fans will often stream catalog hits and revisit older albums in the days and weeks following the game.

Touring is another major revenue driver tied to the Super Bowl spotlight. Artists frequently use the halftime show as a springboard for upcoming tours or festival runs. The heightened attention can translate into faster ticket sales and higher-priced seats. Bad Bunny is on tour in 2026, but he’s not visiting the U.S. Either way, his performance could certainly help sales overseas.

Merchandising and brand partnerships also present lucrative opportunities. What artists wear, promote, or subtly reference during the halftime show can spark immediate consumer demand. Social media conversation following the performance often drives fans directly to official merchandise stores or partner brands. Fans love Bad Bunny’s unique style and streetwear, so there’s no doubt that he’ll make a fashion statement for the big game.

Did he make money following his Grammy wins?

Bad Bunny won three awards at the 68th Annual Grammy Awards, including Album of the Year for DeBí Tirar Más Fotos. Unfortunately, winning a Grammy Award doesn’t come with an official paycheck. That said, the artists who win can earn boosted revenue from the exposure, much like the Super Bowl.

Bad Bunny has seen measurable streaming and sales momentum following the 2026 Grammys. And even before the awards show, he was doing very well. By late 2025 and continuing into early 2026, Bad Bunny remained Spotify’s most-streamed artist of the year. His music amassed roughly 19.8 billion streams globally. His Grammy wins, in combination with the Super Bowl, will certainly cement him at the top of global streaming.