What Bad Bunny teaches us about marketing in a multicultural America

Abstract

This interview explores the marketing significance of Super Bowl LX as a contemporary cultural event shaped by the convergence of sport, entertainment, media distribution and multicultural influence. It is argued that the event’s exceptional audience performance was driven not only by the halftime show, but by the NFL’s broader season-long narrative construction, global broadcast strategy and sustained cross-platform promotion. Within that larger ecosystem, Bad Bunny functioned as a cultural accelerator whose global visibility, digital influence and cross-audience resonance expanded the event’s relevance beyond traditional football viewership. The discussion challenges narrow definitions of ‘cultural relevance’ and instead shows how it can help brands and media bring together mainstream, multicultural, younger and global audiences at the same time. The interview further examines Spanish-language distribution as a source of incremental reach, highlighting the importance of Telemundo’s strong performance as evidence that culturally aligned media strategy can generate audience growth. More broadly, the conversation suggests that Latino culture and Spanish-language expression should not be understood as niche within US marketing strategy, but as central drivers of contemporary mainstream consumption and cultural meaning. The interview concludes with implications for marketers in the areas of audience measurement, global platform design, creative strategy, cultural partnership and return on investment beyond the broadcast itself. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.