NFL Highlights Journey From Kaepernick Protests to Bad Bunny Collaboration

The NFL has long been an institution that extends beyond sports, reflecting a particular vision of American culture. This image is often characterized by traditional family values, military patriotism, and rigid masculinity. For years, the league has crafted a narrative that serves the comfort of its historical power holders rather than the diverse audience it entertains.

NFL’s Image and Cultural Politics

This carefully curated image is not without its controversies. The NFL has historically managed dissent within its ranks, particularly in the political arena. The turning point came in 2016 when Colin Kaepernick kneeled during the national anthem to protest police brutality and racial injustice. This action sparked a national debate and led to Kaepernick facing significant backlash, including being sidelined from the league. His treatment highlighted how the predominantly white ownership may view political discourse as a liability.

The Shift in NFL’s Strategy

Fast forward to 2019, the NFL launched the “Inspire Change” initiative to address social justice issues. However, the league never offered Kaepernick an apology or reinstatement. This seemed more a reaction to changing audience attitudes than a genuine embrace of social justice. The appointment of Roc Nation, founded by Jay-Z, to produce the Super Bowl Halftime Show also represented a significant shift in messaging and artistic direction.

• Super Bowl Halftime performances have become a platform for cultural expression.
• Performers like Shakira, Jennifer Lopez, Rihanna, and Kendrick Lamar have used their sets to convey political messages.
• Kendrick Lamar’s performance in 2025 exemplified deep-rooted political themes like racial injustice and police brutality.

Bad Bunny’s Impact on the NFL

The announcement of Bad Bunny as the headliner for the 2026 Super Bowl Halftime Show marks another pivotal moment in this cultural evolution. A Puerto Rican artist, Bad Bunny is known for his activism, especially concerning issues of colonialism and LGBTQ+ rights. His bold personal style challenges traditional gender norms, which contrasts sharply with the NFL’s historical hypermasculinity.

Bad Bunny’s appeal to younger, more diverse audiences may be a strategic attempt by the NFL to remain relevant. However, it also raises questions about whether the league genuinely embraces change or simply seeks to maintain its market position. This strategy exploits the aesthetics of activism without addressing the deeper issues of inequality and representation.

Challenges Ahead

For the NFL to demonstrate authentic change, it must move beyond superficial gestures. True progress involves a comprehensive strategy that includes:

• Acknowledgment and apology for the treatment of Kaepernick.
• Establishing protections for players who engage in political discourse.
• Diversifying leadership to better reflect the league’s audience.
• Investing transparently in communities affected by the issues at hand.

Ultimately, while the selection of artists like Bad Bunny indicates a shift in presentation, it does not guarantee substantive change within the league structure. Until the NFL openly addresses the complexities of its cultural image and the politics of its performers, its adaptation may only be skin-deep. The future of the NFL will depend heavily on its willingness to embrace real transformation, rather than maintaining its established playbook.