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Kalyn Kahler
IN LATE SEPTEMBER, the NFL announced that Puerto Rican superstar rapper and singer Bad Bunny, who has openly criticized the Trump administration for its immigration policies, would perform this year’s Super Bowl halftime show. Five days later, U.S. Secretary of Homeland Security Kristi Noem admonished the NFL for its decision.
«They suck, and we’ll win,» Noem told right-wing podcast host Benny Johnson, who had asked what message she wanted to send to the league. «They won’t be able to sleep at night because they don’t know what they believe. And they’re so weak, we’ll fix it.»
Department of Homeland Security adviser Corey Lewandowski said on the same podcast: «It’s so shameful that they’ve decided to pick somebody who just seems to hate America so much to represent them at the halftime game.»
Despite the almost immediate backlash from the Trump administration and its supporters, the NFL has stood by its decision to book Bad Bunny for the Feb. 8 game in Santa Clara, California. It’s a departure from how the league reacted to the president’s criticism nearly a decade ago when some players began kneeling during the national anthem. According to interviews with and public statements by several high-level club and league office executives, the NFL has remained steadfast despite the blowback because Bad Bunny, one of the most popular artists in the world, helps fulfill a top business objective: growing the NFL’s international and Latino audience.
One high-level club executive who regularly attends the NFL’s owners meetings said some owners at first were concerned about Bad Bunny’s fit because he sings primarily in Spanish, and many were unfamiliar with him.
«And then I think everybody was just kind of like, ‘OK, we’re going to get on board, because the goal is global reach,'» the executive said. «And this guy has a massive global reach.»
told i-D Magazine that he chose not to take his world tour to the U.S. because he was worried about potential raids by U.S. Immigration and Customs Enforcement.
«F—ing ICE could be outside [the concert],» he said. «And it’s something that we were talking about and very concerned about.»
Bad Bunny also appeared to mock Trump on the Fourth of July when he released the music video for his song «NUEVAYoL,» a salsa tribute to the Puerto Rican diaspora in New York. In the video, he sings from the crown of the Statue of Liberty, which wears the Puerto Rican flag on her forehead like a bandanna. In the final scenes, a Trump-sounding voice apologizes to immigrants over a radio broadcast.
«I want to say that this country is nothing without the immigrants,» the voice says. «This country is nothing without Mexicans, Dominicans, Puerto Ricans, Colombians, Venezuelans, Cubans.»
In 2024, Bad Bunny endorsed Kamala Harris for U.S. president, criticizing the Trump administration’s 2017 response to Hurricane Maria in Puerto Rico.
When the NFL announced Bad Bunny as the halftime performer, Noem said ICE agents would be «all over» the Super Bowl. «I think people should not be coming to the Super Bowl unless they’re law-abiding Americans who love this country,» she said.
addressed the backlash in his monologue. He said in English: «I’m very excited to be doing the Super Bowl, and I know people all around the world who love my music are also happy.» Then he switched to Spanish and said: «Especially all of the Latinos and Latinas in the world here in the United States who have worked to open doors. It’s more than a win for myself, it’s a win for all of us. Our footprints and our contribution in this country, no one will ever be able to take that away or erase it.»
«And if you didn’t understand what I just said,» he added, switching back to English, «you have four months to learn.»
Trump was first asked about Bad Bunny on Oct. 6. NewsMax’s Greg Kelly asked the president if people should boycott the NFL because of «Bad Bunny Rabbit or whatever-his-name.»
Trump said: «I’ve never heard of him. I don’t know who he is. I don’t know why they’re doing it.»
Speaker of the U.S. House of Representatives Mike Johnson, R-La., told a reporter in October that booking Bad Bunny was a «terrible decision.»
«There are so many eyes on the Super Bowl, a lot of young, impressionable children. And I think, in my view, you would have Lee Greenwood or role models doing that,» he said. Greenwood, who is 83, is famous for his rendition of «God Bless the USA.»
Bad Bunny’s announcement prompted the conservative organization Turning Point USA to counterprogram with its own performance, called «The All-American Halftime Show.» On the show’s website, the group provided a survey for viewers to choose the music they want to hear. «Anything In English» was the first option. Turning Point USA has yet to update its website with any information about the performance and a spokesperson said in early January they will not be releasing any artist information ahead of time.
Last weekend, Trump told the New York Post he would not be attending the Super Bowl because it’s «too far away.»
He also shared his opinion about Bad Bunny and Green Day, who will perform before kickoff and whose music has been sharply political: «I’m anti-them. … All it does is sow hatred.»
Trump’s immigration crackdown escalated this month in Minneapolis, with government agents clashing with protestors and fatally shooting two people. The administration has since worked to ease tensions and shift its policy.
Regarding ICE’s presence at the Super Bowl, DHS assistant secretary Tricia McLaughlin said this week that the agency does not disclose operations or personnel plans.
«DHS is committed to working with our local and federal partners to ensure the Super Bowl is safe for everyone involved, as we do with every major sporting event,» McLaughlin said in an email. «Those who are here legally and are not breaking other laws have nothing to fear.»
A person with knowledge of the administration’s plans said that ICE agents will be assigned to the Super Bowl because the event requires coverage by multiple federal agencies.
«This is routine,» the person said. «DHS was there last year and in past years. Nothing about this is unusual.»
A source familiar with Super Bowl planning told ESPN that league security officials «have not been told there will be immigration enforcement actions.»
In a statement to ESPN, the NFL said fan safety is its «top priority.»
«We have the utmost confidence in our comprehensive security plans,» an NFL spokesman said in the statement. «Our security team has worked with federal, state, local and private sector partners over the past two years to develop extensive plans to provide a safe and secure environment at our events and on gameday.»
reporting from ESPN’s Don Van Natta Jr. and Seth Wickersham at the time, owners and Goodell met with players to discuss racial and social injustice. As a result, the NFL created the Inspire Change initiative, committing $89 million to support social causes, and partnered with Roc Nation to reshape the halftime show and help the league be more proactive in social justice work. Goodell ultimately acknowledged the league initially had been wrong in its approach with players.
One club executive and a source familiar with league business said the NFL learned lessons from its interactions with the first Trump administration. The club executive said the league isn’t being as «reactionary.»
«Those are probably just lessons learned,» the executive said. «Drawing the president’s ire, there’s so many things that happen on a daily basis. I think people just have a different opinion this time around.»
Another club executive said the NFL is trying to «double down [now] on an apolitical stance.»
«I think maybe in the past, the league office got a little turned around with some of the owners, or some of the other influential people, saying you have to take a stand here,» the other executive said.
The NFL spokesman declined to comment on the league’s strategy in dealing with the Trump administration.
Multiple sources said the tension with Trump is less this time around.
«Last time with Kaepernick, that was players and owners and the president. Bad Bunny doesn’t affect any of that,» a club executive said. «It doesn’t affect week-to-week games or television coverage. It’s just a halftime show. And I don’t mean that flippantly, but it’s just a halftime show.»
The league office is engaging with Trump for other upcoming events. In May, Goodell visited Trump at the White House with Commanders owner Josh Harris to announce that Washington D.C. will host the NFL draft in 2027.
And in November, the NFL announced it would commemorate the United States’ 250th birthday in 2026 with commemorative game balls and on-field markings. The Athletic reported that Goodell is also expected to attend an upcoming America 250 unveiling event at the Oval Office, along with the four other major professional men’s sports commissioners.
«If the league has layups or an easy win, it’s like, take the layup,» the source familiar with league business said.
When asked in November if the league office has faced any political pressure to change its Latino-focused marketing strategy, Solis told ESPN: «Our strategy has always been to reach every fan in their culture, in their language, to make this sport global, and to make this sport for everyone. So I don’t think that strategy will change regardless of language, country, artists, players. … We have a responsibility with this platform to ensure that we continue to reach everybody.»
Farfan said in December he wasn’t surprised by the president’s criticism and the larger backlash to Bad Bunny because everyone has the right to express their opinion. «We have the right to do what we need to do for our business and stand tall against that, regardless of the noise happening outside.»
ESPN’s Don Van Natta Jr. and researcher John Mastroberardino contributed to this report, which also includes information from The Associated Press.
