The Apple Music Super Bowl LX Halftime Show starring Bad Bunny has made television history after earning nine Primetime Emmy Award nominations, the highest number ever received by a Super Bowl halftime show. The nominations, announced Wednesday by the Television Academy, surpass the previous record of six set by Lady Gaga's Super Bowl LI halftime performance in 2017.
The milestone adds another achievement to what has already been considered one of the most culturally significant halftime performances in NFL history. Bad Bunny's show at Super Bowl LX marked the first time a solo Latino artist headlined the event and the first halftime performance presented almost entirely in Spanish. The production blended music, Puerto Rican culture and Latin identity before an audience of more than 128 million viewers in the United States.
The halftime spectacular featured surprise appearances by Lady Gaga and Ricky Martin, creating one of the most star-studded collaborations in Super Bowl history. The performance celebrated Latin music across generations while showcasing Puerto Rican traditions on one of the world's biggest entertainment stages.
Among the nominations are Outstanding Variety Special (Live), along with recognition in multiple technical categories honoring the show's direction, choreography, lighting, music direction, production design and sound. The haul places Bad Bunny's production ahead of every previous Super Bowl halftime show in Emmy history.
The achievement continues a growing trend of Latino excellence at the Primetime Emmy Awards, particularly in live television events. While Super Bowl halftime shows have previously featured Latin stars, Bad Bunny is the first solo Latino headliner to receive such widespread Emmy recognition for the production itself.
While this year's nominations have been slim for Latino talent in the main categories, the nod for Bad Bunny's show has been meaninful.
Latin artists have long played memorable roles during the NFL's biggest event. Ricky Martin helped open the modern era of halftime entertainment when he joined the cast of the 2000 Super Bowl show following the global success of "Livin' la Vida Loca." Jennifer Lopez and Shakira later made history by co-headlining the Super Bowl LIV halftime show in 2020, a performance widely praised for celebrating Latin culture and female empowerment. Although that show received five Emmy nominations and won for Outstanding Production Design for a Variety Special, it did not surpass Lady Gaga's nomination record.
Bad Bunny's record-breaking nomination tally also reflects the increasing influence of Latin music in mainstream American entertainment. The Puerto Rican superstar has spent the past several years redefining global pop culture, becoming the most streamed artist in the world multiple times while consistently performing primarily in Spanish.
His halftime performance generated headlines beyond music. The show prominently highlighted Puerto Rican heritage and featured messages celebrating unity and cultural pride, prompting widespread discussion across social media and traditional media alike.
It also sparked renewed interest in learning Spanish, with language platform Duolingo reporting a significant spike in Spanish learners immediately following the broadcast.
The nominations come during another strong year for Apple Music's partnership with the NFL, which became the title sponsor of the halftime show beginning with Super Bowl LVII. Since then, the event has increasingly been positioned as a global entertainment showcase, drawing audiences well beyond football fans.
The 78th Primetime Emmy Awards are scheduled to air Sept. 14 on NBC and Peacock, where Bad Bunny's halftime production will compete against some of television's biggest live events.
