Bad Bunny is slated to be the headline performer for the Super Bowl LX halftime show. Gladys Vega / Getty Images
The NFL’s chief marketing officer, Tim Ellis, delivered a strong defense Thursday of Bad Bunny’s upcoming Super Bowl halftime performance, saying the league stands by its decision despite criticism from conservative commentators and President Donald Trump.
“There’s a lot of people right now who don’t like Bad Bunny being in the Super Bowl halftime show,” Ellis said at a marketing conference. “Well, not everyone has to like everything we do. Bad Bunny is f—ing awesome.”
Since the NFL’s announcement that Bad Bunny would headline the Super Bowl LX halftime show, the league has faced criticism from some conservative figures. Commissioner Roger Goodell told reporters Wednesday that the NFL has “no regrets” about its decision and has no plans to make changes.
Bad Bunny, a three-time Grammy Award winner, has avoided performing in the continental United States during his current tour, citing concerns that ICE raids could endanger his fans. His outspoken criticism of Trump and his administration has also fueled backlash from some corners.
“OK, you don’t like it?” Ellis said. “We have over 200 million fans. Not everyone is going to like everything we do. So, let’s do the things that are smart and the things that are going to drive energy and relevance and culture into the audiences who will propel us forward.”
Ellis praised Goodell’s remarks on the NFL’s commitment to inclusion despite the criticism.
“I don’t think I’ve ever been as proud to work for the NFL as when (Roger) got in front of all of the journalists and said, ‘Yes, we’re committed to diversity and inclusion because it makes us better. It makes us stronger,’” Ellis said.
Oct 23, 2025
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