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Belinda Zakrzewska, Assistant Professor of Marketing, University of Birmingham

How Bad Bunny brought activism to the Super Bowl stage

Bad Bunny Donald Trump Super Bowl the Super Bowl America Lady Gaga Ricky Martin Entertainment United States

After days of controversy in which Donald Trump complained about the acts and said he would not attend, and alternative “all-American” entertainment was lined up, Puerto Rican rapper Bad Bunny took to the stage of the much-hyped halftime show of Sunday’s Super Bowl.

Expectations were high, a fact reflected in the unprecedented number of viewers who tuned in. Bad Bunny’s show surpassed 135.4 million views, exceeding Kendrick Lamar’s 133.5 million in 2025 and Michael Jackson’s 133.4 million in 1993.

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