Bad Bunny's electrifying performance at the Super Bowl LX halftime show on Sunday, February 8, 2026, was a vibrant celebration of Puerto Rican culture. However, despite the global stage and the spectacle, the Puerto Rican superstar, like all Super Bowl halftime performers, will not receive a traditional payment for his performance.
The NFL does not directly pay its halftime show performers. Instead, the league adheres to a long-standing tradition where the primary compensation for the artist is the unparalleled exposure the event provides. The Super Bowl halftime show is one of the most-watched musical events globally, with approximately one in three Americans tuning in. In recent years, viewership has been massive; Usher's 2024 performance drew over 123.4 million viewers, while Rihanna's 2023 show attracted 121 million. Kendrick Lamar's 2025 Halftime performance averaged 133.5 million viewers.
While there isn't a large appearance fee, performers do get a small amount, referred to as "union scale pay". This payment is mandated by the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA). This union-mandated fee typically amounts to around $1,000 per day for rehearsals and the performance. For example, Usher received $671 for his actual performance and about $1,800 for the show's rehearsals in 2024.
The NFL covers the significant production costs, which range from $10 to $20 million. These costs include the elaborate stage designs, lighting, special effects, and other technical elements. The league also covers travel and lodging expenses for the performers and their entourages. In some instances, artists have contributed their own funds to further enhance the spectacle, as The Weeknd reportedly spent $7 million of his own money for his 2021 halftime show.
The decision not to pay a traditional performance fee is rooted in the belief that the exposure from the Super Bowl halftime show provides a marketing opportunity that far outweighs any direct payment. The performance can lead to a substantial increase in music sales, streaming numbers, and tour ticket sales. For instance, after Kendrick Lamar's 2025 performance, his hit "Not Like Us" saw a 430% spike in streams. Similarly, after the 2020 Super Bowl halftime show, Shakira experienced a 230% increase in song streams, while Jennifer Lopez saw a 335% increase.
Despite not receiving a large paycheck, Bad Bunny embraced the Super Bowl opportunity. He expressed excitement about the show, describing it as "a huge party" and a chance to bring his culture to a global audience. His 13-minute performance, filled with nods to his Puerto Rican heritage, was a testament to the value he placed on the platform, proving that for many artists, the Super Bowl halftime show is about more than just money.