The Super Bowl is not Nuevayol!
As the author of two previous articles on Bad Bunny for News is My Business, I have followed his remarkable rise with admiration.
From making history as the first solo Spanish-language artist to headline Coachella in 2023, to his participation in WWE’s Backlash event in Puerto Rico, to expanding into film with roles in “Happy Gilmore 2” and “Caught Stealing” in 2025, Bad Bunny has secured a place on both Latin and American entertainment stages. This past weekend’s hosting of “Saturday Night Live” further highlighted his cultural reach.
Yet, the controversy over his selection as the 2026 Super Bowl LVIII halftime performer underscores the challenges of mixing political views with commercial platforms. While his selection was widely celebrated in Puerto Rico, Bad Bunny’s political stances have generated backlash in the broader U.S. market, complicating his brand.
In July, Bad Bunny launched his 30-plus-show residency in Puerto Rico, “No Me Quiero Ir de Aquí.” The first nine concerts were reserved exclusively for Puerto Rican residents via targeted promotional codes tied to local telecom area codes, effectively excluding mainland Americans.
The remaining 20-plus shows and a final “uno más” concert were open to all audiences, including mainland Americans. Although this marketing strategy was within his rights, it raises questions about reciprocal expectations: would Americans perceive it similarly if an American artist excluded Puerto Ricans this way?
In addition to live performances, Bad Bunny’s final residency concert in September set new records as the most streamed live concert in Amazon Music history, broadcast simultaneously on Amazon Prime Video and Twitch. On Spotify, his streams remain among the highest worldwide, underscoring his global appeal.
His commercial reach extends into fashion. Collaborating with New Era, Bad Bunny launched a sought-after collection of baseball caps featuring the New York Yankees and Mets logos. These caps, adorned with unique “Concho” patches linked to his album “DeBÍ TiRAR MáS FOToS” and the colloquial Puerto Rican term “Nuevayol” (a playful nod to New York Puerto Rican culture), were initially exclusive to Puerto Rico but have since been made available at Yankee Stadium, Citi Field and online via MLBShop.com, commanding premium prices. He has also been active in sneaker deals, partnering with notable brands to expand his lifestyle influence.
Despite these wide-ranging successes, Bad Bunny’s selective exclusion of mainland audiences from parts of his residency and his limited U.S. tour dates have created a disconnect, confusing some American fans.
The backlash he faces is primarily a response to his political expressions — his critiques of the current U.S. administration and his condemnations of ICE’s enforcement in Puerto Rico.
Importantly, this backlash is not a reflection of broader American sentiment regarding Puerto Rico’s political status. While some commentators may try to leverage the controversy to promote statehood or independence narratives, this moment is specifically about Bad Bunny’s interactions with his American audience and their reaction to his political posture.
Jay-Z, through his company Roc Nation, which manages the NFL’s entertainment, personally selected Bad Bunny for the halftime show and lauded him as a “global force.” Neither Jay-Z nor the NFL publicly addressed the political backlash.
Bad Bunny occupies a dual identity space — as a U.S. citizen and a proud Puerto Rican cultural figure. While benefiting from American citizenship and access to its platforms, he channels political grievances that have distanced segments of his American audience.
His political views and cultural pride combined create the tension leading to this backlash.
From a business perspective, this underscores the challenges brands face blending activism with entertainment. While cultural pride and free speech are fundamental, public figures influence market perception and consumer loyalty. Americans reacting to perceived distancing from their artist reflects this dynamic.
While I recognize and respect Bad Bunny’s artistry and his right to express opinions, words carry consequences. Navigating authenticity alongside strategic brand impact is essential in today’s polarized market environment.
Although this moment of tension is unfortunate, I remain optimistic it will pass. Greater understanding and cultural respect can bridge divides. The lesson: balancing cultural identity, political expression and commercial ambitions requires careful, informed navigation.
The relationship between the United States and Puerto Rico has always been a work in progress — complex, collaborative and evolving. Capitalism, while often criticized, operates with built-in checks and balances where consumer and market reactions reflect broader social and political realities.
I believe this episode involving Bad Bunny will resolve itself while spotlighting the necessity for ongoing conversations. Acknowledging these nuances promotes productive dialogue and mutual respect going forward.
Antonio Santos has more than 30 years of experience in hospitality, service and tourism. In 2024, he ran for the Puerto Rico House of Representatives representing District 1 in San Juan with Proyecto Dignidad. He advocates for entrepreneurship and economic policies centered on small government and independence, combining industry experience with a focus on sustainable growth in Puerto Rico.
