The NFL appears to have struck gold in the Hispanic market. Following Bad Bunny‘s historic – albeit polarizing – performance at Super Bowl LX, rumors about who will take the stage at SoFi Stadium in Los Angeles in 2027 have begun flooding social media. Now, the list of potential headliners already includes other Latin American artists, something that would have been unlikely in previous years.
The league, traditionally cautious, is reportedly seriously considering “doubling down” on Latino talent, recognizing that Spanish-language music is no longer a niche segment but a global mass-consumption phenomenon.
Bad Bunny brought his younger self to the center of the halftime show stage
Despite criticism from conservative sectors in the United States – including harsh remarks from President Donald Trump – the NFL has identified that cultural diversity in the halftime show not only sparks conversation but also opens doors to previously untapped commercial markets.
With Los Angeles as the host city, one of the largest Latino population centers in the world, the stage is set for the “Latin Formula” to become the norm rather than the exception.
From Karol G to Taylor Swift: The shortlist for SoFi Stadium
Names for Super Bowl 61 are already circulating in betting houses and insider circles. Among the Latin artists gaining the most traction to headline or participate in the show are Colombian star Karol G, who already proved her drawing power during the NFL’s first-ever game in Brazil; Camila Cabello, with her experience performing at Champions League finals; and Becky G, whose connection with California’s Mexican-American community makes her a logical choice for Los Angeles.
However, the competition is fierce. The oddsmakers’ favorites also include Anglo stars such as Miley Cyrus and Cardi B. Nevertheless, the name that overshadows all speculation is Taylor Swift. Now engaged to Travis Kelce, she would represent the most aggressive commercial move in league history, although her name has surfaced multiple times before without materializing.
The “Bad Bunny Effect”: Super Bowl LX audience numbers
The NFL’s push to repeat a Latino-profile headliner has strong numerical justification. Bad Bunny’s Super Bowl LX halftime performance was not only a cultural milestone but also a resounding ratings success. While final official numbers are still being audited, preliminary reports indicate that the show peaked at more than 125 million live viewers, surpassing the average audience of the Seahawks vs. Patriots game.