Inside Apple’s Bad Bunny Super Bowl halftime show strategy

When Roc Nation and the NFL decided that Bad Bunny would be their Super Bowl headliner, the next step was for Apple, the show’s sponsor, to set the strategy to hype the halftime show.

Apple has spearheaded the Super Bowl halftime show since 2023, building a complex array of advertising, teasers, playlists, and other content across its many platforms for Rihanna (2023), Usher (2024), and Kendrick Lamar (2025). Since the start of this $50-million-per-year sponsorship deal, Apple has treated...