Controversy surrounding the Super Bowl halftime show has become an annual tradition, from the infamous Justin Timberlake and Janet Jackson "wardrobe malfunction," to Kendrick Lamar's 2025 performance leading to complaints over a lack of diversity five days before Lamar won five Grammys for "Not Like Us."

Goodell acknowledged the pushback the choice of Bad Bunny has received, but nonetheless said the NFL was “confident it’s going to be a great show.”