When the NFL Picked Bad Bunny for the 2026 Super Bowl—and Why That Decision Reveals Deep Brand Positioning Research at Work

The NFL recently picked Bad Bunny, a Puerto Rican American artist, to headline the 2026 Super Bowl halftime show, performing exclusively in Español—as the first to ever do it—ruffling the feathers of many conservatives who are having a literal meltdown over the decision. So much so that a number of them set up a counter-program called "The All-American Halftime Show."

But in the words of Bad Bunny, "El Diablo me llama, pero Jesucristo me abraza (Amén)." Translation: "The Devil calls me, but Jesus Christ embraces me (Amen)."

In this case, the Devil calling is the pressure to assimilate—and to sing in English to become more "palatable," to sand down his edges, and to be what naysayers expect him to be instead of who he is. But clearly, Bad Bunny is divinely protected and still performing.

But beyond being protected and highly favored, the choice to have Bad Bunny headline was not random. Not with a massive enterprise like the NFL. Those who know fully understand that their teams of marketers and branders are data-driven professionals who track who watches, who matters, and where the culture is headed, using brand positioning research to pick Bad Bunny and then defend that choice against the blowback.

In this post, I'll show you how brand research drives big decisions like that, how you can use those lessons, and why taking calculated risks often beats playing it safe. That Super Bowl choice was more than a show. It was a bet on the brand's future.

Bad Bunny is the most-streamed male artist in the world and a global performer whose recent 31-show residency injected nearly $700 million into Puerto Rico's economy. Picking him wasn't about making noise. It was a signal. It said we are inclusive, global, and willing to evolve. We know that younger, Hispanic, Latinx, and mixed-culture audiences now drive what matters. We accept we will upset some people, and that's part of our strength.

When a brand like the Super Bowl makes a choice, it's because research says the future audience demands this shift. They believe the wins—new fans, staying relevant, cultural power—beat the backlash.

So let's look at what research likely drove that call.

What Brand Research Likely Sat Behind the Bad Bunny Decision

The numbers were already shifting

Latinos now make up nearly 20% of the U.S. population and are the nation's largest ethnic minority. More than 43 million Americans speak Spanish at home. Those audiences spend more time on media, shape social platforms, and fill concert venues. Latin music also plays heavily on Spotify, YouTube, and TikTok.

The NFL knows that music can expand its audience in ways the game alone can't. The median NFL viewer in 2023 was 50 years old. The halftime show is one of its few tools left to reach the next generation.

But the league didn't always understand how critical that strategy was. The NFL learned that lesson the hard way in 1992. In 1992, Fox aired a live episode of "In Living Color" starring the Wayans family (yes, Damon Wayans, Marlon Wayans, Shawn Wayans, Keenen Ivory Wayans...Wayans) and Jim Carrey during Super Bowl XXVI halftime, while CBS broadcast "Winter Magic," a figure skating show promoting the Winter Olympics. The sketch comedy show captured nearly 28.9 million live viewers and snagged about 11.7% of the 79.5 million average viewers of CBS's Super Bowl. 

Fox successfully stole a significant chunk of the Super Bowl's massive audience by offering something that actually connected with youth culture. And the NFL got the message loud and clear. So in 1993, the NFL hired Michael Jackson as the halftime performer. 

That single decision by the Wayans family to counter-program forced the NFL to take halftime seriously and book A-list acts that could compete with popular culture, which brings us back to Bad Bunny. 

That shift means any big brand like the NFL can't ignore a powerful cultural force if it wants to stay relevant.

The brand had gaps to fill

The research also likely mapped how people see the Super Bowl. Strong points include tradition, big reach, and prestige. Weak points include looking old, being behind the times, and not being open to everyone. Latinos already make up a growing share of U.S. NFL fans, with 39 million tuning in annually. The goal would, of course, be to grow this base to grow their business.

The research could include surveys on how youth view the brand, focus groups with Hispanic and Latinx fans, Gen Z, and new viewers to learn what draws them in or pushes them away.

The research may also have shown that younger and mixed-culture audiences are losing their connection to the Super Bowl, which a bold cultural move could fix.

They knew the risk and took it anyway

No big stage performance comes without some risks. If research gives the green light to go live, I would also take the chance, but I would also prepare for what critics will say. Especially if brand positioning research shows gains in new fans beat losses from upset longtime fans.

The NFL may have gambled on controversy, but it didn't gamble on popularity. Bad Bunny's audience is young, Latino, and global—the exact demographic the league needs as its core viewership ages.

The bottom line is this. If the upside beats the downside, the choice makes sense.

They built the story to bridge audiences

Once the choice is made, it needs a story. Research helps find language that works for old fans and new audiences. But sometimes the story isn't about calming everyone down. Sometimes it's about owning the shift.

Bad Bunny said in a statement on the day of the announcement, "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."

Why They're Sticking With It Despite The Backlash

Once you make a bold shift, staying consistent matters. Here's why the NFL will likely double down.

Backing out of a big decision looks weak. Staying the course shows commitment. Every partnership and announcement after that can support the new direction. If you own the bold, culture-forward space, your competition has to work harder to challenge you.

People might not like it, but they'll still watch whether it's to celebrate, to complain, or just to see what happens when the biggest TV event of the year briefly goes Spanish.

Lessons For You

You don't need to run a Super Bowl show to use brand research. Here's how to apply it to your clients or your brand.

Map where you stand

Make a simple chart with two lines. One side might be "innovative" versus "traditional". The other might be "mass appeal" versus a "narrow focus." Plot your brand, your competitors/peers, and brands you want to be like. Use surveys to

confirm where each sits. That shows you where the gaps are.

Break up your audience

Don't treat everyone as one group. Split your audience by age, values, and culture. Test messages with each group. You may find that one group responds strongly even if they're not your main customers yet.

Test bold ideas early

Use small tests or focus groups to try risky ideas. Don't throw out controversial right away. It may be the one that drives growth.

Check the trade-offs

Build simple models. For example, if a bold message lifts interest by five points with new audiences but drops two points with old ones, is that a net win? Tie those shifts to real business numbers like traffic or sales.

Build the story across everything

Your shift must show up in every message on your website, ads, and PR. Use research to find which stories work, which cause pushback, and which bridge the gap.

Track and adjust

Watch brand metrics over time. Use surveys and social listening. Ask if the brand is moving where you wanted. Are there surprise problems? Adjust as needed.

Three Things To Hold Onto

1. In brand research, you're not looking for what most people say. They're often safe. You're hunting for what the future audience sees.

2. Controversy isn't bad if your logic is solid. If you study backlash instead of ignoring it, you can turn tension into authority.

3. Every shift needs structure. You don't just move the brand on paper. You build every message and touchpoint to support that move.

Closing Thoughts

The Bad Bunny Super Bowl choice seems risky to some. But through the lens of brand research, it's strategic. It's a signal that the NFL is betting big on a future in which younger, multicultural audiences define the mainstream.

That's the power of research. It lets you take bold moves, ground them in data, defend them, and use them as long-term brand shifts. If you do it well, your clients or your brands can shift from playing safe to leading culture.

If you'd like to learn more about understanding your target audience through audience research, you can check out my complimentary guide. It's my way of saying thank you for reading my article and for being a newsletter subscriber. It's called The Targeting Gap: The Gap Between Knowing Your Audience and Understanding Them.

Go through it today, because in the next 90 days, those who figure out what actually helps to formulate strong conversion-based brand messages will have a leg up on those who think data doesn't help or that creativity is enough.

Download: The Targeting Gap: The Gap Between Knowing Your Audience and Understanding Them