The NFL’s decision to tap global music icon Bad Bunny as the headliner for the Super Bowl 60 halftime show has sparked a wave of behind-the-scenes tension-especially among some team owners. While fans might see the move as a nod to the league’s efforts to diversify and globalize its entertainment appeal, not everyone in the league’s inner circle is on board.
According to a recent report, at least one NFL owner expressed serious concern over the choice, fearing it could complicate a major pending business deal. The league is in the middle of negotiating a significant equity transaction with ESPN-one that would see the NFL sell off assets like the NFL Network in exchange for a 10% stake in the media giant.
The worry? That featuring Bad Bunny, a polarizing figure in some circles despite his massive global fanbase, could raise red flags with government regulators evaluating the deal under antitrust scrutiny.
Per the report, this particular owner confronted Commissioner Roger Goodell directly, reportedly telling him, “he should’ve thought through that better.” The concern wasn’t about music taste-it was about business. The optics of the halftime show, in this owner’s view, could potentially complicate the league’s broader financial ambitions.
And this wasn’t an isolated opinion. Another league executive noted that several owners were uneasy with the decision, largely because many of them were unfamiliar with the Grammy-winning artist. That unfamiliarity, paired with the political and cultural reactions that followed the announcement, only added to the discomfort.
Among the public critics? Former President Donald Trump, who has said he won’t attend this year’s Super Bowl in protest. Meanwhile, conservative group Turning Point USA has announced plans to host its own alternative halftime show, though details on that performance remain under wraps.
Still, Goodell hasn’t budged. Back in October, he defended the league’s choice, emphasizing that selecting a halftime performer is never without pushback.
“He’s one of the most popular entertainers in the world. It’s carefully thought through,” Goodell said at the time.
“I’m not sure we’ve ever selected an artist where we didn’t have some blowback or criticism… We’re confident it’s going to be a great show.”
And history backs him up. Remember the reaction when Kendrick Lamar was announced as the Super Bowl 59 halftime act? Critics were loud, but the numbers spoke louder-133.5 million viewers, making it the most-watched halftime show in Super Bowl history.
For a league that thrives on ratings and revenue, those numbers are hard to ignore. So while some owners may be uneasy now, the real verdict will come on game day. If the halftime show delivers the kind of audience the NFL is banking on, expect the noise to quiet down fast.