Super Bowl LX: A Masterclass in The New Mainstream Economy
Post Game Reporting with Velocity: Super Bowl LX Edition
Sports is a business of fans — and the NFL knows it. Latino fandom has been one of the most significant growth stories in U.S. sports, with the number of Latino NFL fans climbing sharply as football becomes more culturally resonant. Today, Latinos represent one of the largest and most passionate fan bases in the league, with 45% identifying as avid NFL fans — a level of engagement that’s reshaping how the NFL thinks about growth, culture, and commerce.
It’s no surprise the league selected Bad Bunny to headline Super Bowl LX’s halftime show. This was a power move rooted in pure economics, strategy, and intention. They understood the global superstar’s influence. The data = dollars. And they cashed in.
THE STATS:
– 5 Latino players on the field (and still plenty of room to grow)
– 125–130M viewers tuned in for the game
– 135.4M viewers watched Bad Bunny’s halftime show — officially the most-viewed halftime show in Super Bowl history
– 7M more viewers for halftime than the actual game. Let that sink in.
– 40M+ U.S. Latino NFL fans, up 10M in recent years
– 700% spike in Bad Bunny streams in a single day (Apple Music)
– Top 6 spots on Spotify’s U.S. chart? All Bad Bunny
– Within 48 hours, Apple Music’s Official Bad Bunny interview became the most watched press conference in Super Bowl history
– 20% jump in Adidas popularity in one day after the BadBo 1.0 drop
– Latino-focused ads from ELF, Telemundo x FIFA, Skechers, and Wells Fargo
THE TAKEAWAY:
The final score: Latino influence dominated the night in viewership, streaming, fandom, and cultural impact.
But while over 130 million people were watching, and Bad Bunny over-indexed in both halftime viewership and dominance on the Apple Music and Spotify charts, only a few major brands showed up with intentional Latino messaging in their Super Bowl ads. On the largest advertising stage in the country, that’s not just a miss — it’s a measurable business gap.
Super Bowl LX showcased more opportunity than ever. On the field, during halftime, and even in commercial breaks, but there’s still room to grow. And if Bad Bunny’s record-breaking performance wasn’t proof enough, The New Mainstream Economy is watching, consuming, and over-indexing.
Culture isn’t a trend. It’s the growth strategy.