For decades, the Super Bowl halftime show has grown into a cultural juggernaut, rivaling the game itself in global attention. The spectacle isn’t just about music—it’s about legacy, representation, and cultural impact. But the question fans often ask is: who actually decides which superstar gets the call?
Jay-Z ’s partnership with the NFL and why his choices matter
Since 2019, when Jay-Z and his company Roc Nation entered into a groundbreaking partnership with the NFL, he has been the creative force behind the halftime lineup. Producer Jesse Collins recently explained the setup bluntly: “It’s a decision that Jay makes. Since we’ve been onboard with that show, he’s made it every year, and it’s been amazing. He’s always picked right.”
This collaboration was born out of a dual purpose—elevating entertainment and driving social justice initiatives within the league. From Shakira and Jennifer Lopez in 2020 to Kendrick Lamar’s record-breaking performance in 2025, Jay-Z’s selections have consistently delivered cultural relevance and blockbuster performances.
Bad Bunny takes center stage after months of speculation
During the Week 4 clash between the Cowboys and Packers, the NFL and Apple Music dropped the news fans had been waiting for: Puerto Rican superstar Bad Bunny will headline the 2026 Super Bowl halftime show at Caesars Superdome in New Orleans.
The artist, known for global hits and for championing Latino culture, embraced the moment with a powerful statement: “What I’m feeling goes beyond myself. It’s for those who came before me and ran countless yards so I could come in and score a touchdown … this is for my people, my culture and our history. Ve y dile a tu abuela, que seremos el HALFTIME SHOW DEL SUPER BOWL.”
His selection continues a proud tradition of Latino stars shaping the halftime stage, from Gloria Estefan and Enrique Iglesias to Shakira and J Balvin.
The Taylor Swift buzz that almost took over
While Bad Bunny’s announcement thrilled millions, many fans had been betting on Taylor Swift to finally headline—especially after her engagement to Travis Kelce stole NFL headlines. Even commissioner Roger Goodell leaned into the speculation, saying, “We would always love to have Taylor play. She is a special, special talent. And obviously she would be welcome at any time.”
Also Read: Trump adviser Corey Lewandowski vows ICE crackdown at 2026 Super Bowl after NFL picks Bad Bunny for halftime show
For now, though, the stage belongs to Bad Bunny. With Jay-Z’s stamp of approval and a worldwide audience awaiting, the 2026 halftime show is already shaping up to be one of the most culturally significant in NFL history.
Jay-Z ’s partnership with the NFL and why his choices matter
Since 2019, when Jay-Z and his company Roc Nation entered into a groundbreaking partnership with the NFL, he has been the creative force behind the halftime lineup. Producer Jesse Collins recently explained the setup bluntly: “It’s a decision that Jay makes. Since we’ve been onboard with that show, he’s made it every year, and it’s been amazing. He’s always picked right.”
“What Benito has done and continues to do for Puerto Rico is truly inspiring. We are honored to have him on the world’s biggest stage.”
— Kurrco (@Kurrco) September 29, 2025
— Jay-Z on Bad Bunny performing at the Super Bowl pic.twitter.com/Qb3cy0Cfrm
This collaboration was born out of a dual purpose—elevating entertainment and driving social justice initiatives within the league. From Shakira and Jennifer Lopez in 2020 to Kendrick Lamar’s record-breaking performance in 2025, Jay-Z’s selections have consistently delivered cultural relevance and blockbuster performances.
Bad Bunny takes center stage after months of speculation
During the Week 4 clash between the Cowboys and Packers, the NFL and Apple Music dropped the news fans had been waiting for: Puerto Rican superstar Bad Bunny will headline the 2026 Super Bowl halftime show at Caesars Superdome in New Orleans.
The artist, known for global hits and for championing Latino culture, embraced the moment with a powerful statement: “What I’m feeling goes beyond myself. It’s for those who came before me and ran countless yards so I could come in and score a touchdown … this is for my people, my culture and our history. Ve y dile a tu abuela, que seremos el HALFTIME SHOW DEL SUPER BOWL.”
His selection continues a proud tradition of Latino stars shaping the halftime stage, from Gloria Estefan and Enrique Iglesias to Shakira and J Balvin.
The Taylor Swift buzz that almost took over
Taylor Swift DECLINED performing the Super Bowl halftime show after the NFL refused to give Taylor either payment or ownership of the performance footage. This is CRAZYYY news if true. NFL just might’ve fumbled the biggest chance of a lifetime… WHAT DO YOU THINK?? pic.twitter.com/mFq8Nb4C4K
— Lauren Lipman✨🩵 (@LaurenLipman) September 25, 2025
While Bad Bunny’s announcement thrilled millions, many fans had been betting on Taylor Swift to finally headline—especially after her engagement to Travis Kelce stole NFL headlines. Even commissioner Roger Goodell leaned into the speculation, saying, “We would always love to have Taylor play. She is a special, special talent. And obviously she would be welcome at any time.”
Also Read: Trump adviser Corey Lewandowski vows ICE crackdown at 2026 Super Bowl after NFL picks Bad Bunny for halftime show
For now, though, the stage belongs to Bad Bunny. With Jay-Z’s stamp of approval and a worldwide audience awaiting, the 2026 halftime show is already shaping up to be one of the most culturally significant in NFL history.
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