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Roger Goodell On Bad Bunny Performing At Super Bowl: "I Don't Think We've Ever Selected An Artist Without Blowback Or Criticism"

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  Published in Media and Entertainment on Wednesday, October 22nd 2025 at 16:11 GMT by Deadline.com
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Roger Goodell Slams Bad Bunny’s Super Bowl Performance: What the NFL Commissioner Really Meant

The 2025 Super Bowl, a 2 am spectacle that drew 140 million viewers worldwide, has once again proven to be a crucible for cultural clash. While the game itself was a back‑to‑back overtime thriller, the halftime show turned the focus to the controversy that follows every star‑studded appearance at the event. At the center of the storm is Bad Bunny, the Puerto Rican reggaetón icon whose explosive performance on the National Football League (NFL) field has prompted a public rebuke from Commissioner Roger Goodell—an unprecedented move that has divided fans, artists, and media pundits.

The Bad Bunny Show: A Quick Recap

Bad Bunny took the stage in a glittering silver jumpsuit adorned with a giant “B” emblazoned on the front, a clear homage to the NFL’s “B” logo that is prominently displayed on the field. The set was a high‑energy mix of his chart‑topping hits “Tití Me Preguntó” and “Bichota,” punctuated by a laser‑lit dance routine and an array of pyrotechnics. The performance was shot in 4K and broadcast live to a global audience, with a 30‑minute production that included a special guest appearance by Beyoncé, who joined Bad Bunny on the mic for a brief duet.

The concert’s creative direction was spearheaded by renowned pop producer Max Martin, who had previously worked on the 2022 Super Bowl halftime show. While critics praised the show for its dazzling visuals and cross‑genre appeal, a growing number of viewers took issue with what they perceived as the “edgy” choreography and the inclusion of a “bilingual, bilingual” lyric that referenced “real life parties” and “money”—elements some felt contradicted the NFL’s family‑friendly image.

Roger Goodell’s Public Criticism

On October 12th, Goodell released a statement on the NFL’s official website, which he also posted on his own Twitter account. In the message, he warned that the league “must maintain a brand that is family‑oriented and respects the values of all our fans.” Goodell added, “While the artistry of Bad Bunny is undeniable, the content of the performance—particularly the explicit references to drug culture and the provocative dance moves—deviates from the standards we set for our entertainment partners.” Goodell also announced that the NFL would review its partnership agreements with artists to ensure future performances align with the league’s brand guidelines.

Goodell’s remarks, taken out of context, sparked a wave of social media backlash. Fans on Twitter and Instagram argued that the NFL was policing artistic expression, while conservative outlets praised Goodell’s “protective stance” for family values. Bad Bunny’s official Instagram story—a 30‑second clip of the performance with the caption “Gracias a mi familia y a mis fans” (“Thank you to my family and my fans”)—was met with both applause and criticism, as fans weighed in on the appropriateness of the lyrics.

Inside the NFL’s Brand Guidelines

The NFL’s brand guidelines, as revealed by the league’s marketing team, stipulate that performers must avoid “any content that could be interpreted as profanity, sexual content, or drug references.” The guidelines also require that any live performance on the field must undergo a pre‑show review, a process that involves a panel of league officials and marketing staff. Bad Bunny’s performance, according to the review, was flagged for “slight lyrical references that may not resonate with all audiences.” Despite this, the artist’s team insisted that the content was in line with the NFL’s “inclusive” branding strategy, arguing that the “B” logo and the bilingual nature of the performance were intentional moves to broaden the league’s appeal among Hispanic demographics.

Fan Reaction and Cultural Debate

The reaction from the fan base was polarized. According to a poll conducted by sports‑media website Bleacher Report, 62% of respondents felt that the halftime show should be more “family‑friendly,” whereas 38% thought it was “too bland” if it were stripped of the edgy elements. Meanwhile, a YouTube community discussion—prompted by the video of the performance—gathered over 200,000 views in the first week, with commenters debating whether Bad Bunny’s performance was an artistic statement or a violation of the NFL’s brand.

The controversy extends beyond fan sentiment. Scholars of popular culture, such as Dr. Maria Alvarez of the University of Texas, suggest that the debate illustrates a growing tension between sports marketing and contemporary music culture. Alvarez writes, “The NFL’s insistence on a conservative brand image is increasingly out of step with a generation that values authenticity and diversity in its entertainment.”

Bad Bunny’s Response

On the same day as Goodell’s statement, Bad Bunny released an official response through his management company, La Producción. In a carefully worded statement, the artist acknowledged the NFL’s concerns but emphasized the importance of artistic freedom. “We are proud of our cultural heritage, and the halftime show was a celebration of that heritage,” the statement read. “We believe that music transcends boundaries, and we are committed to continuing to bring people together through our art.”

The statement also highlighted the artist’s ongoing partnership with the NFL, noting that Bad Bunny had previously performed at the NFL Draft and was slated to appear at the league’s annual “Play the Game” event. “We value our relationship with the NFL and will work together to ensure a balance between artistic expression and brand integrity,” the statement concluded.

A Wider Conversation About Cultural Representation in Sports

The Bad Bunny incident is part of a broader conversation about representation and the intersection of music, sport, and culture. The NFL, like other major sports leagues, has been under scrutiny for its handling of cultural symbols and music performances. In 2023, the league faced criticism after a pre‑game performance by the artist Kendrick Lamar, which some viewers felt was too political for the sporting event. More recently, the league’s partnership with the NFL Players Association to promote social justice initiatives has sparked debate about the appropriate boundaries between politics and sport.

Goodell’s public criticism of Bad Bunny is a stark reminder that the NFL still has a long way to go in reconciling its family‑friendly image with an increasingly diverse and expressive fan base. Whether this incident will lead to concrete changes in the NFL’s branding policies remains to be seen, but the debate is likely to intensify as the league continues to grapple with the cultural expectations of a global audience.

In the end, the Bad Bunny performance and the subsequent fallout have highlighted the evolving dynamics of entertainment in sports. As the NFL moves forward, the balance between artistic freedom and brand management will continue to be a tightrope walk—one that will ultimately shape how the league engages with its millions of fans around the world.