“I think that there was absolutely a market decision behind selecting Bad Bunny,” says Jorell Meléndez-Badillo, a professor of Latin American studies at the University of Wisconsin who has collaborated with Bad Bunny to incorporate Puerto Rican history into his shows and music videos. “The NFL wants to expand internationally, so they are looking to target a broader market beyond the United States. He has a huge following in the United States, but this stage will also be amplified internationally by having someone like him.”
Office of Strategic Communication