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The NFL has officially tapped Bad Bunny to headline the Apple Music Super Bowl LX halftime show on February 8, 2026, at Levi’s Stadium in Santa Clara — an announcement made during the halftime of Sunday Night Football in late September. The league, Apple Music and Roc Nation framed this as a cultural celebration, but the timing and partners make clear the NFL is doubling down on entertainment over the game itself.
Conservative voices were swift to condemn the move, with commentators like Jason Whitlock warning that the league risks a full-blown consumer backlash and even suggesting it’s time to “Bud Light” the Super Bowl if the NFL continues this kind of pandering. Rob Schmitt and others on conservative outlets unpacked what they see as a pattern: the league rewarding woke cultural playbooks while alienating the fans who pay the bills and tune in every Sunday.
They aren’t speaking into empty air — activists and everyday Americans have demonstrated real consequences when corporations ignore their customers’ values. The Bud Light episode showed how quickly a targeted boycott can translate into meaningful sales damage and a long-term reputation problem for a brand that once dominated the market. If the NFL follows the same roadmap of virtue signaling at the expense of its core audience, advertisers and corporate partners will start to take note.
This controversy isn’t conjured from thin air; the league’s halftime choices have become increasingly political and polarizing, as seen with last year’s headline performance that left millions of viewers divided and talking more about the message than the music. Fans want sports as an escape, not a platform for cultural lectures, and the NFL’s steady march into woke entertainment risks turning its flagship event into a political battleground instead of a unifying national moment.
Hardworking Americans shouldn’t have to tolerate being lectured during their holiday of football. The league can either course-correct and put the game and its fans first, or it can watch ratings and sponsor dollars drift away to companies that actually respect the mainstream. Patriots who love football and common sense ought to make it clear: support for the NFL must be earned, not taken for granted while executives chase cultural clout.
