America’s Diversity Is Its Global Power — The NFL Proved It

By Louis Maldonado

Bad Bunny’s Super Bowl halftime performance was exactly what America — and the world — needed right now. It affirmed a truth that feels increasingly contested in public discourse but remains undeniable in reality: America’s strength and future lie in its diversity. Multiculturalism is not a social obligation to be managed quietly; it is a competitive advantage that fuels cultural relevance, economic growth, and global connection.

As a Puerto Rican, the performance felt like a love letter to our homeland — layered with pride, history, and quiet resistance. Set to the rhythms of aguinaldo, plena, bomba, salsa, and reggaetón, Bad Bunny transformed the biggest stage in sports into a tribute to Puerto Rican resilience and cultural continuity. He performed in Spanish. He celebrated Puerto Rico and the Americas. He centered his identity without apology. And critically, he refused to compromise his artistry, soften his views, or dilute his sense of purpose for anyone else’s comfort.

But this moment was bigger than music or representation.

By placing Bad Bunny at the center of the Super Bowl halftime show, the National Football League made a calculated — and courageous — statement about its future. The NFL has long leveraged global superstars to broaden its appeal and drive viewership, but this felt more deliberate and more strategic. Early reporting suggests the bet paid off: the 2026 halftime show attracted an estimated 135 to 142.3 million viewers, surpassing the previous record of 133.5 million in 2025 and becoming the most-watched halftime performance in history.

Yet the real takeaway isn’t the record itself — it’s how the record was achieved.

The NFL demonstrated that success today is not just about choosing talent with global reach; it’s about delivering a performance and message that signal deep understanding of multifaceted audiences with layered identities. To win younger, multicultural, and international audiences, brands must move beyond surface-level inclusion and into cultural fluency. The NFL didn’t hedge. It didn’t neutralize. It doubled down and leaned in.

The timing matters. This bold statement came at a moment when many corporations are quietly walking back DEI commitments or soft-pedaling multicultural marketing amid political pressure. As communities of color across the U.S. face heightened scrutiny and exclusion, the NFL chose visibility over retreat and conviction over caution. It recognized that younger audiences are multicultural by default, that Latino consumers represent one of the fastest-growing segments in the country, and that global expansion requires authenticity — not neutrality.

Predictably, the performance ignited social media commentary. Some dissenters threatened to tune out or mock the show because, to them, “Latino” does not equate to “American,” even as they did so over empanadas, guacamole, beer, and margaritas rimmed with Tajín. What went largely unspoken, however, is the contradiction at the heart of much of the backlash. Many of the same voices claiming exclusion are part of the wave of affluent outsiders relocating to Puerto Rico for tax incentives and “paradise living” — purchasing property, accelerating gentrification, displacing local residents, and attempting to privatize beaches. They are comfortable enough with Puerto Rican culture to profit from it, but unsettled when that same culture is centered on one of America’s most iconic stages.

Most importantly, Bad Bunny’s show spoke to Latinos across the Americas — not just in the U.S. It was inclusive without being diluted. It was layered with subtext that honored Puerto Rico’s core values while simultaneously confronting its realities. From the sugar cane fields in Puerto Rico and tightly knit NYC barrios woven into the stage design to his deliberate song choices and culturally resonant cameos, every element carried meaning. Though rooted in Puerto Rican pride, the narrative transcended borders, connecting with millions worldwide who recognize their own struggles in that story.

At a time when many communities of color feel fear and fatigue, his performance delivered something rarer: an affirmation of hope. Through strength, resilience, love, and unity, he expanded the definition of who belongs on that stage — and who belongs in America. By embracing the full hemisphere, from Canada to Chile and Argentina, he reframed identity as connective rather than divisive. In doing so, Benito didn’t just perform at the Super Bowl — he scored a cultural touchdown, emphatic and celebratory spike included.

Ultimately, Bad Bunny’s artistry made the message universal: authenticity wins. By choosing Bad Bunny, the NFL wasn’t just programming entertainment. It aligned business strategy with demographic reality and sent a clear signal to corporate America: diversity, when embraced boldly and truthfully, doesn’t divide. It drives relevance, loyalty, and growth — at home and around the world.

About Author:  Louis Maldonado is Partner and Managing Director at d expósito & Partners, an integrated marketing communications firm with the cultural dexterity and creative ingenuity required to help brands win with today’s New American growth consumer. He is also Board Member and former Chair of the National Puerto Rican Day Parade.