Despite the massive global profile of the Super Bowl halftime show, Bad Bunny will not receive a large paycheck from the NFL for headlining the performance. This follows a long-standing policy by the National Football League: the league does not pay artists a performance fee for appearing in the halftime show. Instead, performers benefit in other ways, not through a direct paycheck for the performance itself.
This practice is not new. For decades, artists from pop icons like Michael Jackson and Madonna to more recent acts like Rihanna and Kendrick Lamar have performed without being paid a traditional fee. Even in years where artists created massive spectacles, the league has covered production and travel costs but not paid a direct performance fee to the headliner.
Minimal Union Pay and Covered Expenses
While Bad Bunny won’t receive a multimillion-dollar payment, there is a small amount of compensation tied to labor rules. Under union agreements — specifically through SAG-AFTRA (the Screen Actors Guild-American Federation of Television and Radio Artists) — performers get a minimum “union scale” wage for the days they rehearse and perform. That amount typically amounts to roughly about $1,000 per day, which is a tiny fraction of what a star of Bad Bunny’s stature would typically earn for live appearances. Meanwhile, the NFL and its sponsor (Apple Music this year) take on the production costs, which can run well into tens of millions of dollars — covering staging, lighting, audio, travel, and logistics.
Why Artists Agree to It
So why would Bad Bunny — one of the most successful musicians globally — agree to perform without a big payment? The answer comes down to exposure and promotional value: The Super Bowl halftime show is one of the most-watched TV events in the world, often drawing well over 100 million viewers.
This exposure often translates into a huge boost in streaming numbers, music sales, ticket demand, and global visibility. For example, previous performers have seen dramatic spikes in streaming and overall engagement after their halftime appearances. Performing at the Super Bowl becomes a milestone moment that can elevate an artist’s career in ways that go far beyond the temporary paycheck, including brand deals, touring interest, and media attention.
A Unique Platform Rather Than a Paid Gig
Ultimately, the Super Bowl halftime show isn’t treated like a standard paid concert appearance — it’s better understood as a global showcase and marketing platform. For artists, the value lies in the reach and impact, not direct financial compensation from the NFL. In Bad Bunny’s case, headlining the halftime show comes amid one of the most successful periods of his career — fresh off winning Album of the Year at the Grammys and amid a worldwide tour — meaning the exposure from the Super Bowl could yield significant downstream financial benefits even without a traditional performance fee.
Conclusion
Although Bad Bunny won’t receive a traditional performance fee for headlining the Super Bowl halftime show, the appearance is far from unpaid in a broader sense. The NFL’s long-standing policy means artists perform without a large paycheck, but in return they gain unparalleled global exposure, with tens of millions of viewers watching live. For an artist of Bad Bunny’s stature, this visibility can translate into major boosts in streaming numbers, record sales, tour demand, and brand opportunities. In the end, the Super Bowl halftime show functions less like a paid gig and more like a powerful promotional platform—one that can deliver long-term financial and cultural impact well beyond a single night.
