PARK CITY, Utah — The NFL has named Puerto Rican global superstar Bad Bunny as the headliner for the Super Bowl LX halftime show at Levi’s Stadium in February 2026. In a Forbes article by Mark J. Burns, Victus Advisors principal Walter Franco discussed the significance of the decision and its implications for the league’s international growth.

Bad Bunny, who excluded the U.S. from his upcoming world tour due to fear of ICE raids, will become the first solo Latin male artist to headline the halftime performance. Franco noted that his personal brand, now fully mainstream, “likely means more international appeal, buzz and interest for the NFL.”

Franco also underscored the cultural resonance: “I think it’s safe to say there will be significant political and social/cultural discourse (and already has been) given his view on politics in the U.S., Spanish being his native language and the perception that he is a foreigner (although he’s a U.S. born citizen!).”

Looking ahead, Franco added that the league’s strategy mirrors lessons learned from recent pop culture crossovers: “Ultimately, I think the NFL supports this as they quickly realized through the Kelce/Swift relationship to be able to tap into markets they may have previously thought were not penetrable.”

Franco is bilingual and has advised on several Spanish-language projects throughout his career.