What your organization can learn from the NFL’s decision to feature Bad Bunny in the Super Bowl

In 2025, the NFL faced controversy after Kendrick Lamar's Super Bowl performance amidst a diversity-hostile administration. Despite public backlash, the NFL chose Bad Bunny, a Spanish-singing megastar, for the following year's halftime show. Javier Farfan, the NFL's marketing consultant, explained the decision was straightforward due to the league's clear global expansion ambitions. The NFL aims to be the world's biggest sports platform, actively promoting American football internationally. Bad Bunny's massive global popularity and streaming numbers made him an obvious choice, aligning with the NFL's goals. This decision mirrored Patagonia's choice to end business with clients not prioritizing environmental protection, despite potential revenue loss. The core argument is that decisive choices become easy when an organization's convictions are clearly defined and shared. Difficulties arise when convictions are unclear. This alignment, be it with Bad Bunny or environmentalism, makes choices easier. The article concludes by highlighting the importance of organizational focus. The NFL's decision reflects this principle of aligning actions with purpose in order to make tough decisions. The article highlights how successful companies are driven by conviction.