Key Booking Facts at a Glance
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Performer | Bad Bunny | Confirmed |
| Event | Super Bowl LVII Halftime Show | Confirmed |
| Date | February 12, 2023 | Confirmed |
| Title Sponsor | Pepsi | Confirmed |
| Promoter/Booking Agent | Roc Nation Sports | Confirmed |
| NFL Role | Event producer and broadcaster | Official NFL |
Who Actually Books the Super Bowl Halftime Show
The Super Bowl Halftime Show is produced by the NFL as part of its global broadcast. The league selects the headline act in consultation with the NFL and its broadcast partners. For 2023, Bad Bunny was chosen to headline. The performance is sponsored by Pepsi, and artist services are handled by Roc Nation Sports, which manages bookings, logistics, and on-stage production in partnership with the league and the artist’s team.
Bad Bunny’s Rise to Mainstream Recognition
Bad Bunny emerged from Latin trap and reggaeton to become a global icon. His music blends perreo, pop, and rock influences, and he writes much of his own material. He has led streaming records, won Latin Grammy and Billboard Music Awards, and sold out stadiums worldwide. By the time he accepted the Super Bowl invitation, he had already proven he could draw massive audiences across demographics, making him a strategic fit for the NFL’s broad viewership goals.
The 2023 Super Bowl Halftime Show Agreement
Booking Timeline and Decision Process
Artist selection for the Super Bowl Halftime Show typically begins months in advance. The NFL evaluates market impact, music trends, and brand alignment. For 2023, sources indicate discussions with Bad Bunny’s camp progressed through the spring and summer of 2022. Final confirmation came that summer, well before any public announcement. This timeline reflects a deliberate process aligning the league’s entertainment strategy with the chosen artist’s relevance and growth trajectory.
Performance Scope and Production
Bad Bunny’s set featured a full stadium production, with multiple stages, pyrotechnics, and custom video content. The show was designed to highlight his bilingual catalog and high-energy choreography. Production partners worked closely with Roc Nation’s event division and the NFL’s broadcast team to ensure seamless integration of live feeds, replays, and stadium audio. The scale of the production underscores the investment made by both Pepsi and the league in maximizing viewership impact.
Business and Marketing Implications
For Pepsi, sponsoring the Halftime Show remains a centerpiece of its sports marketing portfolio. The platform supports product launches, brand storytelling, and cross-promotion with music labels. For Bad Bunny, the appearance translates into increased streaming, social growth, and touring momentum. The exposure also strengthens his leverage in negotiations for future live appearances and brand partnerships. The collaboration demonstrates how artist, league, and brand incentives align around a high-profile live moment.
How the Booking Relationship Works in Practice
Behind the scenes, booking a Halftime Show involves multiple stakeholders. The NFL commissions the show, Pepsi provides sponsorship dollars, and Roc Nation facilitates contracts, riders, and technical requirements. Bad Bunny’s team negotiates creative control, set length, and compensation. Ongoing coordination covers security, travel, and broadcast integration. This layered arrangement allows each party to focus on its expertise while delivering a seamless experience to a global audience.