Three-time Grammy Award winner Bad Bunny will headline the Super Bowl LX halftime show.
It will be Bad Bunny’s second Super Bowl halftime show performance after he made a guest appearance with Jennifer Lopez and Shakira during the 2020 Super Bowl halftime show.
“What I’m feeling goes beyond myself. It’s for those who came before me and ran countless yards so I could come in and score a touchdown,” Bad Bunny — whose real name is Benito Antonio Martínez Ocasio — said in a statement, noting that “this is for my people, my culture and our history.”
Jay-Z’s Roc Nation, which has partnered with the NFL on halftime shows since 2019, will again produce the show.
Most Super Bowl halftime shows include special guest artists, but no one has been officially confirmed by Roc Nation or the NFL.
SACRAMENTO — Only one of the candidates for California governor will appear in a splashy Super Bowl ad on Sunday, though a rival has locked in a valuable spot on Animal Planet’s lighthearted, cuddly “Puppy Bowl” before the big game.
A Silicon Valley-backed independent expenditure committee booked $1.4 million in airtime on NBCUniversal’s Peacock streaming service, which will feature the big game along with NBC, and on other broadcast networks on Sunday to introduce Matt Mahan, the mayor of San José who entered the governor’s race in late January.
A 30-second ad depicts Mahan, a moderate Democrat, as a “fixer of problems” in a big city “just miles from the big game” and touts his record reducing homelessness, building housing and reducing crime.
The ad was produced by a committee run independently of Mahan’s campaign and funded mostly by Silicon Valley executives, including $1 million from Michael Seibel of Y Combinator and $500,000 each from Riot Games co-founder Marc Merrill and his wife, Ashley.
“This Super Bowl ad kicks off our support for Matt Mahan’s run for governor,” said committee spokesman Matt Rodriguez. “His unmatched record on tackling crime, homelessness and housing in San José while focusing on the basics that Californians care about is very different than the old playbook of toxic politics.”
The committee has so far raised more than $3.2 million, according to Rodriguez, who provided the information about the contributors.
Other financial backers include Neil Mehta and Brian Singerman, two Bay Area venture capitalists, along with Paul Wachter, an investor who has advised former Gov. Arnold Schwarzenegger and celebrity figures such as LeBron James and Dr. Dre on their business ventures.
As an independent committee, the group is barred from coordinating with Mahan and his campaign. A spokesperson for Mahan declined to comment on the committee or its game day ad.
Steyer, an investor turned climate activist, has already spent more than $27 million on his campaign. Most of that money went to producing and airing ads in which Steyer touts his wins supporting various ballot measures and pledges to break up utility monopolies to lower costs.
His latest ad debuts during Animal Planet’s “Puppy Bowl,” a pregame show that features two teams of adoptable dogs tussling over toys in a model football stadium. In the spot, a Realtor tells a couple that in order to afford a home, they might need to go back in time to 1980, “when the average home in California cost $100,000.”
With a burst of sparks, Steyer appears inside the time-traveling DeLorean from the 1985 film “Back to the Future” and says, “You shouldn’t have to go back in time to afford a home in California.” He then pledges to stop “Wall Street speculators from buying up homes” and pricing out “regular Californians.”
To have a legitimate shot at winning a governor’s race in a state as vast as California, home to some of the nation’s most costly media markets, candidates must raise millions of dollars to air ad campaigns robust enough to introduce themselves to voters or undercut their competitors.
According to campaign finance disclosures, former Rep. Katie Porter raised $6.1 million in 2025, the most of any candidate besides Steyer. But Mahan’s entry into the race has excited the tech and business interests that have until now avoided giving.
“The race is now kicked into gear,” and some candidates who have been fundraising for months — or years — “may find themselves lapped by the Mahan machine,” said Andrew Acosta, a Democratic strategist.
Though tech funders appear to be coalescing around the Silicon Valley mayor, he is “not going to come out of the gate lighting the campaign on fire because no one knows him,” Acosta said. With three months until primary ballots start hitting mailboxes, it’s a challenge for Mahan — though one that could be solved with enough money.
Steyer’s campaign criticized the wave of tech figures flocking to Mahan, saying business titans don’t spend their money without expecting something in return.
“This isn’t charity — it’s an investment so they get richer while everyone else gets priced out of California,” Steyer spokesman Kevin Liao said. “While San José remains the least affordable housing market in the world, Tom Steyer is ready to take on powerful special interests, make billionaires and corporations pay their fair share, and make California affordable for working people.”
With the threat of a proposed billionaire’s tax on California’s November ballot, new restrictions on AI and social media simmering in the Legislature and the impending exit of Gov. Gavin Newsom — who has been a reliable tech ally during his tenure — Silicon Valley leaders have made moves in recent weeks to boost their influence in California politics.
Google co-founder Sergey Brin and a handful of other CEOs recently loaded $35 million into a ballot measure committee and spent some of it on two separate efforts to lower housing costs.
Meta and Google have also ramped up spending on lobbying and super PACs in an effort to elect tech-friendly candidates and fight against AI regulation in statehouses both in California and around the country.
On Sunday, the Seahawks and Patriots will play in Super Bowl LX at Levi’s Stadium.
After the Seahawks defeated the Rams in the NFC championship game, Seahawks coach Mike Macdonald was asked during a postgame broadcast about being an “afterthought” behind the Rams and San Francisco 49ers in the NFC West.
“We did not care,” Macdonald proclaimed, making public an attitude players adopted throughout Macdonald’s two seasons.
The Seahawks reflect their second-year coach, safety Julian Love said, by keeping an intense but “matter-of-fact” approach.
“He tries to keep the main thing, the main thing,” Love said. “He doesn’t like to make … grandeur out of everything.
“Like, he’ll say, ‘Who do we play next, and what time do we play?” And then we’ll all say in a team meeting, constantly, just like every meeting, ‘We don’t care!’ That mindset and his quote … that’s just how he’s been all year, all the past two years and that shows who we are as a team now.”
The Seahawks won their last seven regular-season games and finished 14-3 to capture the top seed in the NFC. After a first-round bye, they routed the 49ers and beat the Rams to advance to the Super Bowl for the first time since 2015, when they lost to the Patriots and fell short of repeating as champions.
Quarterback Sam Darnold, cast aside by the Minnesota Vikings after he led them to a 14-win season in 2024, played well throughout the season and spectacularly in the playoffs.
Running back Kenneth Walker III leads the rushing attack, and George Holani has stepped into a complementary role that Zach Charbonnet filled before suffering a knee injury in the divisional round against the 49ers.
Seattle Seahawks wide receiver Jaxon Smith-Njigba runs with the ball during a win over the Rams in the NFC championship on Jan. 25.
(Ben VanHouten / Associated Press)
Receiver Jaxon Smith-Njigba was voted the NFL offensive player of the year after catching 119 passes, 10 for touchdowns. Darnold also relies on receiver Cooper Kupp, the 2021 NFL offensive player of the year and Super Bowl LVI most valuable player when he played for the Rams, and the electric Rashid Shaheed, along with tight end A.J. Barner.
Linebacker Ernest Jones, linemen Leonard Williams, Byron Murphy and DeMarcus Lawrence, cornerback Devon Witherspoon and safety Nick Emmanwori are among the standouts for the Seahawks “Dark Side” defense that gave up a league-best 17.2 points per game in the regular season.
Jason Myers is the kicker, All-Pro Michael Dickson the punter and Shaheed the dynamic kick returner.
Like the Seahawks, the Patriots and their fans were similarly inspired by a speech receiver Stefon Diggs made before a preseason game, when he proclaimed “We all we got. We all we need.”
After finishing 4-13 last season, Patriots owner Robert Kraft fired first-year coach Jerod Mayo and hired Mike Vrabel, a former Patriots linebacker and three-time Super Bowl champion who coached the Tennessee Titans for six seasons.
“We were intentional about making sure that when the players returned there was a program in place that they could look at, that they could believe in, that they wanted to be a part of and that they wanted to protect,” Vrabel said. “That’s what we set out to do.”
Vrabel, the NFL coach of the year, led the Patriots to a 14-3 record and their first AFC East title since 2019. The Patriots then defeated the Chargers and the Houston Texans before beating the Denver Broncos in the AFC championship game to advance to the Super Bowl for the first time since the 2018 season, when they defeated the Rams in Super Bowl LIII.
Quarterback Drake Maye is a dual threat who became an MVP finalist while leading an offense that averaged 28.8 points a game.
Diggs is Maye’s top target — he eclipsed 1,000 yards receiving for the seventh time — and tight end Hunter Henry plays a prominent role. Receivers Kayshon Boutte, Mack Hollins and Demario Douglas and tight end Austin Hooper also have made plays.
New England Patriots wide receiver Stefon Diggs runs with the ball against the New York Jets on Dec. 28.
(Adam Hunger / Associated Press)
Running backs Rhamondre Stevenson and TreVeyon Henderson combined for 13 rushing touchdowns during the regular season.
Defensive lineman Milton Williams, linebackers K’Lavon Chaisson and Robert Spillane, cornerback Christian Gonzalez and safety Jaylinn Hawkins are among the key players for a defense that gave up 18.8 points a game during the regular season — the league’s fourth-best mark. Sack leader Harold Landry III is questionable because of a knee issue.
Andy Borregales is the kicker, Bryce Baringer the punter, and Marcus Jones is a second-team All-Pro punt returner.
A few months back, a discussion broke out in the De Los chat about whether or not Bad Bunny would win album of the year at the 68th Grammy Awards for his LP “Debí Tirar Más Fotos.”
I was firmly in the “yes” camp from the day the nominations were announced and I was right!
But if I’m being honest, I had my doubts that it would happen until the second that presenter Harry Styles called out the Puerto Rican singer’s name Sunday night.
Those in the “no” camp — who were still rooting for him to win — had history in their favor. It’s so rare for any major awards show, but especially the Grammys, to recognize artists at the peak of their powers. It’s almost as if these voting bodies feel that some (usually Black) artists must go through a weird humiliation ritual before being deemed worthy.
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Really it was less so that I believed Bad Bunny would win as much as I felt that he needed to win.
The past year has been exceedingly trying for the Latinx community as Immigration and Customs Enforcement raids have been conducted throughout the country. It has oftentimes felt as though being Latinx — looking a certain way, speaking Spanish, having certain names — is a crime. I don’t know how many times I’ve seen videos of or heard heartbreaking stories of Latinx people being separated from their families, harassed or even killed due to activities of federal agents.
So even if it was just a moment of recognition for Bad Bunny, I had a lot riding on one win for Latinx people. A win for an album that is unapologetically in Spanish, explored ideas of resistance toward colonization and dared to be joyful, would mean something to me.
When he won, I had the same reaction as him. I couldn’t believe it and I cried — genuine tears in my Latina eyes.
It felt like an acknowledgment that Latinx people exist and matter. I was also moved when he explicitly shouted out immigrant and Latinx communities. There was just something that felt radical, too, in him giving the majority of his acceptance speech in Spanish.
De Los writer Andrea Flores also had faith in Bad Bunny’s Grammys viability from the very beginning.
“I knew Bad Bunny was going to win big at the Grammy Awards the moment he released this album,” she told me. “Bad Bunny made music for Puerto Rico, and the world listened.”
“I cried when I saw that Bad Bunny won album of the year. For me, it felt like sweet vindication for Latinx artists — reggaetoneros, more specifically — who have long been ignored, and at times vilified, by mainstream media for so many years. But what made me even more emotional was seeing posts on X showing Bad Bunny in 2016 as a bag boy at a local Puerto Rican supermarket. He looks familiar in that picture, like a cousin, brother or childhood friend. That was only 10 years ago. It’s proof to me that so much can change if you believe in your art and in yourself.”
It’s weird that a Latinx artist from an American colony is the most powerful cultural figure in the country at the same time that Latinx people face the most tenuous situation in the U.S. that I’ve seen in my life.
When Bad Bunny takes the stage for the Super Bowl halftime show on Sunday, I wish he’d get up there and call out ICE again on an even-bigger stage or do some kind of spectacular act of protest against the vile political class that has always and continues to push through discriminatory policies against non-white communities.
It’d be awesome if that happens, but even if it doesn’t, there will still be something profoundly radical about him simply being there and performing exclusively in Spanish.
(Jackie Rivera / For The Times; Martina Ibáñez-Baldor / Los Angeles Times)
The latest on Trump’s immigration enforcement
(Joel Angel Juarez / Getty Images)
After killing two U.S. citizens, forcibly extracting immigrants and using force against protestors, some 700 federal agents are being pulled out of Minnesota. About 2,000 officers will remain in the state, White House border czar Tom Homan said early this week.
On Tuesday, immigration officers in Minneapolis pulled their guns on and arrested protestors who were trailing their vehicles, the AP reported.
The duo was released thanks to a ruling from the U.S. District Judge Fred Biery.
“[T]he case has its genesis in the ill-conceived and incompetently-implemented government pursuit of daily deportation quotas, apparently even if it requires traumatizing children,” the judge wrote in his ruling.
Stories we read this week that we think you should read
Unless otherwise noted, stories below were published by the Los Angeles Times.
The Super Bowl logo is displayed at Levi’s Stadium, site of Super Bowl LX, in Santa Clara, California on Wednesday, February 4, 2026. Photo by John Angelillo/UPI | License Photo
Feb. 6 (UPI) — The Mexican state of Michoacán increased its avocado shipments to the United States by nearly 20%, projecting about 130,000 tons of fruit for consumption during Super Bowl LX this Sunday, the export sector reported.
Exports were concentrated during December 2025 and January 2026 to meet demand linked to the event, considered one of the largest avocado consumption spikes in the United States.
Salvador Bustos, commercial director of packing and exporting company Boka Foods, said Michoacán avocados once again broke records.
“This year there was an increase of up to 130,000 tons, 20% more than last year. In terms of quality and sizes, Michoacán avocados are always a standout at the Super Bowl,” he said.
Bustos noted that despite strict U.S. sanitary regulations for avocado imports, all requirements have been met to ensure the timely arrival of the fruit in the North American country.
“The increase in tonnage compared with last year implies that there are favorable conditions to continue exporting in the same way and increasingly better,” he added.
At a press conference on Feb. 2, Michoacán Secretary of Economic Development Claudio Méndez Fernández described the Super Bowl as one of the most important marketing windows for the state’s fruit.
Michoacán authorities said that nearly 90% of the avocados consumed in the United States are imported from Mexico, and the product’s commercial value grew by 23% between 2023 and 2024.
Governor Alfredo Ramírez Bedolla said the United States is one of the most important markets for Michoacán avocados and that the adoption of environmental certifications such as ProForest Avocado is strengthening the position of the exported product.
Bad Bunny is constantly making history. Last Sunday he broke a new record by winning album of the year at the Grammys for his 2025 album, “Debí Tirar Más Fotos,” which was the first fully Spanish-language album to claim the title; and come Feb. 8, a.k.a. Super Bowl Sunday, he’ll be the headlining act at the Super Bowl halftime show.
Yet he is also teaching history. Bad Bunny’s latest record is not only a celebration of Puerto Rico and its people, but it offers a window into some of the challenges the embattled territory is currently facing — including massive migration, displacement and an infrastructure on the brink of collapse. In a moment when education is under attack, both in the United States and Puerto Rico, Bad Bunny is using pop culture’s biggest stage to offer the world a history lesson. And in this political context, that matters greatly.
In December 2024, I was contacted by Bad Bunny’s team to produce 17 pages outlining Puerto Rican history, to pair with each song’s YouTube visualizer for “DTMF.” Altogether, they have been viewed more than 775 million times.
I later produced 40 slides jam-packed with historical and cultural facts about Puerto Rico, which were screened at Bad Bunny’s 31-show residency in San Juan. These ranged from facts about the history of women’s suffrage to the founding of Puerto Rico’s oldest punk band, La Experiencia de Toñito Cabanillas.
When Bad Bunny was announced as the NFL’s choice to headline the halftime show, I was hardly surprised by the backlash from conservatives — including multiple Fox News hosts, podcasters and even President Trump, who said, “I don’t know who he is. I don’t know why they’re doing it … [It’s] crazy.”
As communities of color celebrated on social media, critics raised two questions: Why would a Spanish-speaking artist — even if he is the most-streamed artist on Earth — be chosen for that stage? And why wouldn’t they choose a more patriotic, Anglo-American artist?
While undoubtedly xenophobic in nature, these questions highlight their acute ignorance about the place that birthed Bad Bunny, and its ongoing entanglement with the United States.
Puerto Rico was first colonized by the Spanish from 1493 until 1898, the year that the United States occupied the country as part of the Spanish-American War. Later, in 1917, Puerto Ricans became U.S. citizens through the Jones Law. Eventually, we drafted a constitution and became a Commonwealth of the United States in 1952. But there is never one single historical narrative.
What these facts occlude, however, is that Puerto Ricans are second-class citizens who cannot vote for the president — and those in the archipelago are not fully protected by the U.S. Bill of Rights. According to the U.S. Supreme Court’s early-20th century Insular Cases, we belong to the United States, but we are not part of it.
Put simply: We are a colony of the United States in the 21st century.
When drafting the historical narratives for “DTMF,” Bad Bunny understood that Puerto Rican history is often unknown, even to our own people. He was interested in making history available for those who don’t have access to higher education. He wanted me to write these narratives in a candid manner to be read by people in the barriadas y caserios (working-class neighborhoods and the projects). These were the places where I came of age in Puerto Rico.
With the success of “DTMF,” Puerto Rican history was amplified to the world. I’ve had countless conversations with journalists from around the globe, who marveled at how little they knew about Puerto Rico’s history or its relationship to the United States. This is precisely what I think drives those debates about language and who gets the right to claim Americanness — a lack of information.
And even though Bad Bunny is a U.S. citizen, conservatives have organized an alternative “All-American Halftime Show,” which reveals how “Americanness” is policed through language and race. This is the product of willful ignorance.
Puerto Rico’s history is also that of Latin American, Caribbean, United States and Latinx communities. I believe Bad Bunny’s performance will invite people to understand the beauty and complexity of our people’s history, even if it makes outsiders uncomfortable. That he will also be doing so entirely in Spanish in a moment when Latinx people in the United States are being arrested or interrogated by federal agents for speaking in Spanish — or simply for having an accent? That matters.
Of course, artists alone will not save us from the perils of racism and xenophobia — I learned that from my time in the punk community. We cannot just wait on anyone, especially not celebrities, to change institutions without some people power to back them up.
Yet given his enormous reach — just this week his latest album hit No. 1 on Apple Music in China — Bad Bunny has the power to move the cultural needle. And if there’s one thing to take from the Grammys ceremony last Sunday, it’s that he’s not alone — other artists have taken a stand on anti-immigrant violence. They are living up to the moment. That matters too.
So while conservatives organize their bland counter to the Super Bowl halftime show — with none other than Kid Rock as headliner — Bad Bunny will be offering the world a much more valuable history lesson, full of sazón, batería y reggaetón.
Jorell Meléndez-Badillo is the author of “Puerto Rico: A National History”and associate professor of Latin American and Caribbean History at the University of Wisconsin-Madison.
Sunday, the NBC play-by-play announcer will be baptized by fire.
Not only will Tirico call the Super Bowl for the first time, but he will stay on the Levi’s Stadium field after the game to remotely host Sunday night’s coverage of the Winter Olympics.
From football’s mountaintop to the majestic peaks of Northern Italy, it’s an unprecedented double play in the broadcasting business.
“We’ll keep the Super Bowl celebration threaded into the Olympic show — confetti, family moments, that sort of thing,” said Tirico, 59, who worked both events four years ago but didn’t call that Super Bowl at SoFi Stadium, instead hosting the pregame show.
“What I learned from Super Bowl LVI is that it’s possible to do this without cheating either job.”
Maybe so, but it requires the extraordinary organization and preparation for which Tirico is famous within the network. Each year, he distributes to colleagues a color-coded calendar — a different color for every sport he’s covering that day — and the patchwork on every page looks like the Partridge family bus.
“Mike is the world’s best multitasker,” said Rob Hyland, coordinating producer of “Sunday Night Football.”
“This is in his DNA. It’s how he’s wired.”
Even for Tirico, however, the task is ambitious. The day after calling the Rams’ divisional playoff game at Chicago, he boarded a flight for Italy to check out the NBC studios in Milan. It was all part of getting comfortable with the setup.
On Super Bowl Sunday, hours before the Seattle Seahawks and New England Patriots take the field, Tirico will be up at 4:30 on the West Coast to watch Lindsey Vonn in the women’s downhill. He then will try to get back to sleep to prepare for his long day of football, knowing he will be running on adrenaline deep into the night. At halftime, he’ll carve out a few minutes to get up to speed on what’s happening in Italy.
On Monday, he and others from NBC will fly to Milan, with Tirico beginning his in-studio Olympics coverage Tuesday.
Tirico is just the 13th play-by-play announcer to call a national Super Bowl broadcast. He said Sunday will be like being back at Syracuse and taking three final exams in one day. He figures he will graze his way through the day but doesn’t plan to sit down for a meal, per se.
“They always say you should be slightly hungry when you take a test,” he said. “I subscribe to that theory on game day.”
Whereas preparation for the Super Bowl begins the moment the participating teams are determined, Tirico said his work on the Olympics has been years in the making.
“You want to be prepared but not over-prepared,” he said, referring to both events. “You want to know the important things you can get to during the game.”
The key is to use the information judiciously without overloading the audience with facts and statistics.
“With all that detail and information as granular as he can get, he never loses sight of what’s important for a mass audience,” Hyland said. “Mike is a unicorn. He’s one of one.”
As for Hyland, he’s one and done. After the Super Bowl, he will head home to Connecticut and become part of said audience.
“I’ll be playing the role of dad back on my couch in Southport with our six-month-old baby boy,” he said. “I’ll be watching the Olympics as a fan.”
In a sense, Tirico is a fan, too. There’s still a kernel of disbelief that this is his job.
“This is the thing that happens after you stop dreaming,” he said. “Because your dreams never let you get this far.”
The adage that records are made to be broken definitely applies to the TV ratings for the Super Bowl.
For three straight years, the game deciding the champion for the NFL season has set new viewing records, including last year’s Philadelphia Eagles crushing victory over the Kansas City Chiefs 40-22 that scored an average audience of 127.7 million viewers on Fox.
Both the 2024 and 2025 games had the benefit of the pop culture sizzle generated by Chiefs tight end Travis Kelce’s romance with pop superstar Taylor Swift, bringing in more casual fans.
This season, the Chiefs won’t be in the game for the first time in three years as NBC will have the Seattle Seahawks facing off Sunday against the New England Patriots in Super Bowl LX, not the match-up experts predicted for this year.
But that doesn’t mean it can’t set another ratings record.
Kansas City tight end Travis Kelce and Taylor Swift celebrate the Chiefs’ victory over the Buffalo Bills in the AFC Championship on Jan. 26, 2025, in Kansas City, Mo.
(Charlie Riedel / Associated Press)
“I believe it can,” said Lee Berke, president of LHB Sports, Entertainment & Media, noting the lift the NFL ratings have seen this season as viewing information from set-top devices and internet connected televisions in 45 million households are now included in Nielsen’s audience measurement.
“It’s definitely showing up and bumping up ratings throughout the year for the NFL,” Berke said.
A recent report from the Video Advertising Bureau found that the new measurement from Nielsen has boosted ratings for prime time NFL games in the mid-to-high single digit percentages.
Other changes to Nielsen’s measurement in recent years have given the Super Bowl a boost. While surpassing 100 million was once a reasonable goal, the numbers started climbing above that threshold since out-of-home viewing was added in 2021.
History is on the side of a robust audience number this year. The last time the Patriots faced the Seahawks in 2015, the NBC telecast set a viewership record at the time of 114.4 million. Fans watching Sunday can expect to see clips of Malcolm Butler’s interception at the goal line that helped give Tom Brady’s Patriots the win that year.
But NBC doesn’t need a record audience number for the Super Bowl to be a financial success. A robust TV advertising marketplace helped the network sell out the game at a record average of $8 million per 30-second spot, with some going for $10 million.
NBC has also sold spots that will air only on its Peacock streaming platform. The network pulled in the range of $3 million a spot, significantly above the $2 million Fox took in for ads last year when the game was streamed on its Tubi service.
This year NBC was able to use Super Bowl LX to drive ad sales for its coverage of the Winter Olympic Games in Milan that begin Friday and run through Feb. 22, (which is also sold out). The network also has the NBA All-Star Game at the Intuit Dome in Inglewood on Feb. 14, which is why Mike Cavanaugh, co-chief executive of NBCU parent Comcast, recently described February as “the most consequential month in live sports history.”
In 2022, NBC’s combination of both the Winter Olympics and the Super Bowl, accounted for $1.5 billion in revenue according to Comcast’s earnings report, a number the company will likely surpass this year. The company isn’t commenting on revenue but has said it expects to set a record for Super Bowl ad revenue.
Mark Marshall, chairman of global advertising sales and partnerships for NBCUniversal, said 70% of the companies in the Super Bowl are also running commercials in the Olympics.
In previous decades, a Super Bowl commercial was an event in itself with the reveal happening on the telecast. But Marshall noted that, as part of a larger marketing effort, advertising campaigns are now introduced with teasers ahead of the telecast and many get a full preview online.
This year, NBCU was able to offer the Olympics to help marketers connect with more consumers.
“We told advertisers ‘you’re going to spend eight figures (on producing a commercial) — extend the reach of that,” Marshall said.
Technology companies make up the largest share of advertisers. Several AI companies, including Anthropic and Genspark, will be first-time Super Bowl ad buyers. Viewers will also see returning entries from Google, Meta, Wix and Amazon, which will air a spot for its Alexa device.
While there are the usual array of snack food and soft drink companies that will appearin the commercial breaks, viewers will also see a spurt in pharmaceutical ads. Marshall said the category has increased its presence on NFL games. The Super Bowl spots will focus on a message of “wellness,” rather than straight ahead product spots with disclaimers listing unpleasant drug side effects.
Marshall said NBCU does not expect the announced alternative halftime show presented by Turning Point USA to have an impact on the ratings. A concert featuring Kid Rock and lesser known country artists Brantley Gilbert, Lee Brice and Gabby Barrett, will stream on YouTube, X, Rumble and several right-wing TV channels.
The concert promoted by the right-wing group founded by the late Charlie Kirk and now run by his widow Erika is in response to conservatives outraged over the NFL’s selection of Grammy-winning music superstar Bad Bunny, who sings primarily in Spanish, as the halftime act. (President Trump called the decision “terrible” and is skipping the game.)
But the league has not wavered for a moment amid the blowback, as it seeks to expand its global reach by having the most streamed artist in the world on the stage of its marquee event.
The only effective counter-programming gimmick against the Super Bowl halftime show came in 1992. Fox, still an upstart network, ran a live edition of its sketch comedy show “In Living Color” against the halftime of the CBS telecast of Super Bowl XXVI, which featured ice skaters Dorothy Hamill and Brian Boitano.
The pronounced dip in viewership prompted the NFL to sign Michael Jackson as the halftime act in 1993. The game saw a significant ratings boost and the league has booked contemporary music acts for the game ever since.
When it was announced in the fall that Puerto Rican singer and rapper Bad Bunny was chosen to headline the Super Bowl LX halftime show, some folks took it personally.
Why not an American pop star (he is) who speaks English (he does) and likes the president (good luck, did you watch the Grammy Awards?)?! The right felt slighted, again, this time as the victim of a great left-wing conspiracy to turn football’s biggest night against them.
Then Turning Point USA — the conservative organization founded by Charlie Kirk and helmed by his wife, Erika Kirk, following his assassination — came up with an idea. They’d put on their own show in the barn, so to speak. Performers’ sets would be in English, unlike most of Bad Bunny’s material. And this great display of American-ness would take place during the Super Bowl, stealing away viewers and ratings from that other guy with the funny name.
On Monday, Turning Point finally announced the lineup for its counter-event, the “All-American Halftime Show.” Described by Fox News as a “star-studded alternative to the Super Bowl halftime show,” the roster’s brightest luminary is Kid Rock, who hasn’t had a hit song since Obama’s first year in office. The rest of the lineup consists of country artists you’ll likely have to Google to identify (Brantley Gilbert, Lee Brice and Gabby Barrett). Their sets will be streamed live on Sunday around 5 p.m., the same time Bad Bunny is slated to perform at Santa Clara’s Levi’s Stadium. It can be watched on Turning Point USA’s YouTube, X and Rumble channels, alongside conservative networks such as Daily Wire+, Real America’s Voice, TBN and OAN. Additional musical entertainers will be announced, the organization’s website says.
Kid Rock when he wasn’t wearing an American flag as a poncho.
(Pool Photo)
“We’re approaching this show like David and Goliath,” Kid Rock (aka Robert Ritchie) said in a statement. “Competing with the pro football machine and a global pop superstar is almost impossible … or is it?”
It is impossible, of course. Bad Bunny (aka Benito Antonio Martínez Ocasio) is an American pop sensation who has conquered the globe with a vibrant mix of reggaeton, Latin pop, rap and R&B. The 31-year-old was Spotify’s most-streamed artist of 2025 and made history just a couple of days ago at the Grammy Awards when he became the first Spanish-language artist to win album of the year.
Sunday, he will reach an even wider audience as part of the country’s most-watched television event when the New England Patriots face off against the Seattle Seahawks.
But Kid Rock, 55, appears to have high hopes, with an opportunity to regain relevance likely at the top of his wish list. There’s no better way to gain attention than ripping on the most popular artist around. “He’s said he’s having a dance party, wearing a dress, and singing in Spanish?” said Kid Rock of Bad Bunny. “Cool. We plan to play great songs for folks who love America.”
The “Bawitdaba” singer is familiar with right-wing outrage over a halftime show wardrobe choice, and knows what it’s like to have your patriotism questioned by primed mobs. In 2004, he was one of several performers flanking Super Bowl headliner Janet Jackson. He angered conservatives when he wore a defaced American flag as a poncho and later tossed the flag/garment into the crowd.
But that was then, this is now. There are windmills to slay, crises to fabricate, rings to kiss. And headlining a spite concert provides a great distraction from the real issues plaguing Trump’s presidency, be it the soaring cost of living, Americans killed by ICE agents under his watch, or the nausea-inducing contents of the Epstein files.
Are we still talking about those? Yes, we are. The New York Times identified more than 38,000 references to Trump, his family and his Mar-a-Lago Club in the latest batch of emails, government files, videos and other records released by the Justice Department. Previous installments of the Epstein files, which the department released late last year, included 130 files with Trump-related references.
No wonder his followers need a distraction.
Bad Bunny can take the heat. He used his acceptance speech at Sunday night’s Grammys ceremony in Los Angeles to condemn the Trump administration’s nationwide immigration crackdown. “Before I say thanks to God, I’m going to say ‘ICE out,’” he said. “We’re not savages. We’re not animals. We’re not aliens. We are humans, and we are Americans.”
Super Bow LX is set for Sunday in Santa Clara, and don’t be surprised if someone who played high school football in the Southland on the Seattle Seahawks or New England Patriots makes a big play or even becomes the game MVP.
In fact, if you want to make a hunch bet in Las Vegas, former Narbonne linebacker Uchenna Nwosu of the Seahawks might be someone to consider. He’s the only athlete from the City Section competing, and two former Super Bowl MVPs were John Elway from Granada Hills and Malcolm Smith from Taft.
Nwosu has quite a story. He never started at Narbonne until his senior year. He was a junior varsity player focused on basketball.
His football coach, Manuel Douglas, remembers a meeting with Nwosu, who wanted to give up the sport.
“Coach, I’m not going to make it in football,” Nwosu told him.
“What are you an idiot?” Douglas said. “You’re 6-2 and too small for basketball.”
Douglas said, “He always had the grades. He just had to wait his turn. He had a moment he was going to quit and I wasn’t going to let him.”
Nwosu started 14 games his senior year in 2013, became the captain at USC and was a second-round draft pick of the Chargers.
“Perseverance,” is the word Douglas used to describe how Nwosu finds himself starting in the Super Bowl.
“He’s had to work from the beginning,” Douglas said. “People have their moments when they falter, but he never gave up.”
Among the other Southland high school graduates:
In 2017, USC quarterback Sam Darnold visits his former teammates at San Clemente High.
(Los Angeles Times)
Sam Darnold, quarterback, San Clemente: The hero of the Seahawks’ offense and the first former USC quarterback to play in a Super Bowl has been a legend in San Clemente for years.
Said San Clemente coach Jaime Ortiz: “Sam has continued to be the same Sam he was in high school. He is the leader of the locker room where he sets the example and makes everyone around him better. He is a man of few words and lets his actions do the talking. He is the ultra competitor and when he steps onto the field or basketball court, he was there to win.”
Former St. Monica receiver Kyle Williams now plays for the Patriots.
(St. Monica Yearbook)
Kyle Williams, receiver, St. Monica: The Patriots took a chance on a 5-foot-10 receiver, making him a third-round pick from Washington State.
Said St. Monica coach Thomas Barnes: “He is living and walking proof that a kid from St. Monica Prep can make it all the way to the big time. You don’t have to go to one of the big name schools, go to St. Monica and become the big name.”
Former St. John Bosco running back George Holani in 2023 for Boise State. He plays for the Seahawks.
(Robert Gauthier/Los Angeles Times)
George Holani, running back, St. John Bosco: A backup running back for the Seahawks who’s filled in for the injured Zach Charbonnet, Holani twice ran for more than 1,000 yards at St. John Bosco before starring at Boise State.
Said coach Jason Negro: “I’m not surprised one bit in George’s journey from Bosco to the Super Bowl. He took the lessons he learned here and the ones that were instilled in him by his family and continued to climb the professional sports ladder.
“George is one of the most humble and hard-working individuals I’ve ever encountered in my career. He’s built on loyalty and culture, which is why he took the path from Bosco to Boise State.
“He trusted the process and understood he needed to be rooted in who he was to get to his ultimate destination, which is playing in the biggest game in the world.”
Chargers running back J.K. Dobbins (27) attempts to evade a tackle by Patriots linebacker Jahlani Tavai (48) in 2024.
(Greg M. Cooper / Associated Press)
Jahlani Tavai, linebacker, Mira Costa: Just looking at the family history of the Tavai family in the South Bay means there will be plenty of people cheering for him and the Patriots. There are six brothers, all of whom played football.
Said coach Don Morrow: “Jahlani deserves a lot of credit. He was a great athlete coming out of Mira Costa but wasn’t the biggest guy. He was tall and lanky. He really changed his body at Hawaii and got really strong and moved to linebacker.”
Mission Viejo wide receiver Brenden Schooler looks for room to run against Norco in 2015.
(Los Angeles Times)
Brenden Schooler, safety, Mission Viejo: The Patriots once had one of the most famous special teams player in Matthew Slater from Servite. Now Schooler is getting noticed after being signed as a free agent in 2022. He made the Pro Bowl in 2024.
Said defensive coordinator Brett Paton: “Brenden was alway the guy who did extra, first in and last out. Made everyone around him a winner, held his teammates to a higher standard, really good leader. And always came up with the big play when we needed it. In the CIF championship game versus Vista Murrieta, he had the game-changing pick at safety.”
The official Super Bowl halftime show on Sunday will feature Bad Bunny, the Grammy winner for album of the year, at the height of his powers and influence. Those upset by his onstage comments about the dignity of Latinos and immigrants, however, can turn to a competing bill featuring Kid Rock and Gabby Barrett.
Rock, the perennial MAGA raconteur and country-rock singer, will perform for the far-right activist group Turning Point USA’s counterprogramming event streaming across the conservative mediasphere. Turning Point USA is the activist group founded by the late Charlie Kirk, who was killed last year at a speaking event in Utah.
“We plan to play great songs for folks who love America,” Rock said in a statement announcing the bill. “We’re approaching this show like David and Goliath. Competing with the pro football machine and a global pop superstar is almost impossible … or is it?”
“He’s said he’s having a dance party, wearing a dress and singing in Spanish? Cool. We plan to play great songs for folks who love America,” Rock said, in an overt jab at the actual Super Bowl halftime show headliner.
Veteran country acts Lee Brice and Brantley Gilbert and Barrett, an “American Idol” alum with a 2019 Hot 100 hit in “I Hope,” will also perform.
While Rock’s right-wing politics have largely eclipsed his musical relevance in 2026, he’s recently tried to position himself as a power broker for MAGA-friendly concerts with just enough plausible appeal for more neutral country and rock fans. His planned 2026 touring festival, Rock the Country, is set to feature Blake Shelton, recent Grammy winner Jelly Roll, Creed and Miranda Lambert, but lost Ludacris and Morgan Wade following blowback from fans.
When Bad Bunny was booked for the Super Bowl in October, House Speaker Mike Johnson (R-La.) said, “I didn’t even know who Bad Bunny was. But it sounds like a terrible decision, in my view, from what I’m hearing. It sounds like he’s not someone who appeals to a broader audience.”
“There are so many eyes on the Super Bowl — a lot of young, impressionable children. And, in my view, you would have Lee Greenwood, or role models, doing that. Not somebody like this, ” he added.
President Trump said a bill featuring the Grammy-winning Puerto Rican superstar — and the famously anti-Trump punk band Green Day — was part of the reason he would not attend the game this year. “I’m anti-them. I think it’s a terrible choice,” he said. “All it does is sow hatred. Terrible.”
Rams kick returner Xavier Smith muffs a punt as Seattle’s Dareke Young recovers the ball in the third quarter Sunday in the NFC championship game.
(Jane Gershovich / Getty Images)
Mistake-prone special teams: Blocked kicks led to multiple early-season defeats, and the Rams in November signed Harrison Mevis to replace Joshua Karty and veteran snapper Jake McQuaide to replace Alex Ward.
A punt return for a touchdown by Seattle’s Rashid Shaheed on Dec. 18 ultimately led to McVay firing special teams coordinator Chase Blackburn.
Punter Ethan Evans was mostly solid and Mevis performed well. But punt returner Xavier Smith’s attempt to catch a ball while he was falling down in the NFC championship game resulted in a fumble that led to a pivotal touchdown by the Seahawks.
Too much for Tutu: Don’t blame receiver Tutu Atwell.
The Rams selected the diminutive-but-speedy receiver in the second round of the 2021 draft, but McVay, who is regarded as perhaps the best offensive mind in football, never fully maximized Atwell’s skill set. Atwell became a free agent after the 2024 season, and the Rams gave him a $10-million, one-year contract, ostensibly with promises that they had finally figured it out.
Alas, Atwell caught six passes (about $1.7 million per catch), including an 88-yard winning touchdown against the Indianapolis Colts. He was not active for the divisional-round playoff game against the Chicago Bears or the NFC championship.
No investment in secondary: The Rams were so confident the pass rush would be dominant, they stood pat and made no changes to the secondary. No draft picks. No free agents.
They made a trade deadline deal for cornerback Roger McCreary but otherwise rode with the same group from 2024.
In the NFC championship, Cobie Durant and Darious Williams started at cornerback.
Nacua’s social media mistake: Nacua, perhaps more than any other Rams player, embraces social media opportunities and has become one of the NFL’s most popular personalities.
But while appearing on a livestream a few days before a critical Week 16 game at Seattle, Nacua made critical comments about officials and, unbeknownst to Nacua, made an anti-semetic gesture. Nacua apologized and the NFL and the Rams issued statements. After scoring two touchdowns and amassing 225 yards receiving in the overtime defeat, Nacua posted another critical comment about officials. He was fined $25,000.
Lost home-field advantage: Entering a Week 13 game at Carolina, the Rams were 9-2, had won six games in a row and held the No. 1 seed for the NFC playoffs, which came with home-field advantage for the playoffs.
The Rams lost to the Panthers, the first of three losses in their final six games. They finished with the No. 5 seed.
That meant the Rams probably would have to win three road games to advance to the Super Bowl. They came back for playoff victories at Carolina and Chicago but could not do it at Seattle.
Sanders began the season as a third-stringer but eventually became the Browns’ QB1. In eight games played, including seven as a starter, Sanders completed 56.6% of his passes for 1,400 yards with seven touchdowns, 10 interceptions and a passer rating of 68.1. He also rushed for one touchdown.
In other words, he wasn’t exactly an elite NFL quarterback.
Yet, Sanders is headed to the Bay Area to take part in the 2026 Pro Bowl Games on Feb. 3. He was named as the replacement for New England Patriots quarterback Drake Maye, who is unable to participate because his team is playing the Seattle Seahawks in Super Bowl LX on Feb. 8.
Sanders is the first Browns quarterback to make the Pro Bowl since Derek Anderson in 2008 and the first rookie quarterback to make it since Maye last year.
Sanders may be the most unexpected selection since then-Baltimore Ravens backup Tyler Huntley. Huntley made the cut after the 2022 season despite playing in only six games, starting in four, and throwing for 658 yards with two touchdowns and three interceptions.
How did this happen? Here’s what we know.
Pro Bowl selections are determined in equal parts by fan, player and coach voting. When the results were announced in late December, the three quarterbacks selected to represent the AFC were Maye, Buffalo’s Josh Allen and the Chargers’ Justin Herbert.
Sanders was not among the first four alternates at quarterback in the AFC.
Some of the AFC’s top quarterbacks — including Denver’s Bo Nix, Kansas City’s Patrick Mahomes and Indianapolis’ Daniel Jones — suffered season-ending injuries.
Players are not required to take part in the Pro Bowl festivities. Several other AFC quarterbacks — possibly including Jacksonville’s Trevor Lawrence, Houston’s C.J. Stroud, Baltimore’s Lamar Jackson, Pittsburgh’s Aaron Rodgers, Cincinnati’s Joe Burrow and Tennessee rookie Cam Ward — may have turned down Pro Bowl invites for Sanders to have gotten the nod.
All that aside, not many people ever get to play quarterback in the NFL and even fewer can say they made the Pro Bowl. Sanders seems most appreciative of the honor.
“Thank you God. I’m beyond excited and extremely grateful for all the love and support from the coaches, players, and fans,” Sanders said in a statement released by the Browns. “This wouldn’t be possible without the support behind me. Still plenty of work to do.”
The Rams won’t be the only no-shows at the Super Bowl. President Trump will be conspicuous in his absence from the biggest annual, single-day sporting event in the United States.
“It’s just too far away,” Trump told the New York Post. “I would go if, you know, it was a little bit shorter.”
Or perhaps not so far to his left?
Super Bowl LX will be played Feb. 8 at Levi’s Stadium in Santa Clara, part of the San Francisco Bay Area that Trump has so often reviled.
The teams — the New England Patriots and the Seattle Seahawks — hail from deeply entrenched blue states. Massachusetts and Washington have voted for the Democratic presidential candidate in every election since 1988.
Trump also has expressed disgust over the musical performers at this year’s game: Bad Bunny and Green Day, both unabashed critics of the current administration. Bad Bunny will play the halftime show while Green Day will perform ahead of the kickoff.
“I’m anti-them,” Trump said. “I think it’s a terrible choice. All it does is sow hatred. Terrible.”
Ahead of a tour last fall to promote his most recent album, Bad Bunny (whose real name is Benito Antonio Martinez Ocasio) announced he would skip the United States because he was afraid of ICE raids at his concerts. The Puerto Rican superstar — who has nearly 84 million monthly listeners on Spotify — explained why he made an exception for the Super Bowl.
“What I’m feeling goes beyond myself,” he said in a statement. “It’s for those who came before me and ran countless yards so I could come in and score a touchdown. This is for my people, my culture and our history.”
Green Day, an American pop-punk band of almost 40 years, has since Trump’s first term swapped a line in the lyrics of the 2004 hit “American Idiot” from “I’m not part of a redneck agenda” to “I’m not part of the MAGA agenda.”
Turning Point USA, the conservative non-profit founded by the late Charlie Kirk, announced in October that it would stage its own counterprogramming to the Super Bowl and stream it on conservative outlets. The “All American Halftime Show” is billed as “Celebrating Faith, Family, & Freedom.” As of Monday, musical artists had not been announced.
Trump became the first sitting president to attend a Super Bowl a year ago when he received a muted, mixed reaction of cheers and boos in New Orleans. But this year, the 5½-hour flight from Washington D.C. to the Bay Area apparently is too long for the president, who in January alone has flown to Switzerland, Detroit and Palm Beach.
The NFL has resisted pressure to replace Bad Bunny with a performer more politically palatable to Trump.
“There’s a lot of people right now who don’t like Bad Bunny being in the Super Bowl halftime show,” NFL chief marketing officer Tim Ellis said at a conference in October. “Well, not everyone has to like everything we do. Bad Bunny is f—ing awesome.”
Not everyone has to like the teams that earned Super Bowl berths and the states they call home, either. And not everyone has to approve of the venue. That includes the President, who made it clear that if he decides to watch, he’ll do so from a distance.
