Super Bowl to the world - evolution of the half-time show
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- NFL will stage a half-time show in each of the seven countries hosting its nine regular-season games overseas in 2026, the most ever in a single year.
- Michael Jackson's 1993 Super Bowl performance at Super Bowl 27 is described by NFL director Tim Tubito as the most iconic and a turning point that "revolutionised" expectations for half-time shows.
- Roc Nation has partnered with the NFL since 2019 to select and produce Super Bowl half-time performers, contributing to US TV audiences exceeding 120 million for each of the past four shows.
- Kendrick Lamar's 2025 halftime show attracted 133.5 million viewers, surpassing Michael Jackson's record and becoming the most watched halftime show of all time.
- Bad Bunny's 2022 halftime show was highlighted as a personal, cultural moment for Puerto Rican fans, and his performance was considered a "difference maker".
Why it matters: International fans gain live halftime entertainment, boosting NFL’s global brand, while advertisers tap new markets; the expanded shows also increase production costs and logistical complexity for the league.
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