Kid Rock closed the program with a four-song medley that included “Born Free” and “Cowboy,” tracks he has frequently used to underscore his public support for U.S. military personnel and law-enforcement officers. Ahead of the broadcast, the singer framed the undertaking as an underdog effort. “Competing with the pro-football machine and a global pop superstar is almost impossible…or is it?” he said in a promotional statement. He added that his goal was to “play great songs for folks who love America.”
Upon the conclusion of Kid Rock’s segment, TPUSA aired a short video montage dedicating the show to Kirk, who established the organization in 2012 and has since built it into a prominent fixture on the conservative political circuit. The tribute thanked him for “championing free speech” and highlighted his decade-long expansion of youth-oriented activism.
The lineup announcement last fall followed months of criticism from some right-leaning commentators over the NFL’s decision to select Bad Bunny, a Puerto Rican-born artist who performs almost exclusively in Spanish, to headline one of the world’s most watched musical stages. Former President Donald Trump joined the chorus of detractors on Sunday night, calling the official halftime show “a slap in the face to our country” in a social-media post.
Bad Bunny’s portion of the Super Bowl festivities featured a mix of reggaeton and Latin trap hits delivered primarily in Spanish. Lady Gaga made an unannounced cameo, backing the singer on a rendition of her ballad “Die With a Smile.” The appearance continued a high-profile week for Bad Bunny, who took home multiple Grammy Awards seven days earlier. During those ceremonies he used his acceptance speeches to criticize recent Immigration and Customs Enforcement (ICE) operations and to advocate for immigrant communities in the United States.
“Before I say thanks to God, I’m going to say ‘ICE OUT,’” the performer declared while accepting the trophy for Best Música Urbana Album, reiterating that Latino immigrants “are humans, and we are Americans.” He dedicated his Album of the Year victory “to all the people that had to leave their homeland to follow their dreams,” urging audiences to “fight hate with love.”
Imagem: Internet
TPUSA spokesman Andrew Kolvet argued that the alternative broadcast filled a perceived demand for an entertainment option aligned with the organization’s values. “We set out to provide an entertainment option that will be fun, excellent and exciting for the entire family while millions are gathered together for the big game,” Kolvet said in a written release. “These performers will deliver exactly that, and we can’t wait to watch the incredible show they’re about to put on.”
While counter-programming during the Super Bowl is not unprecedented, TPUSA’s effort marked one of the most extensive attempts to draw viewers away from the league’s official halftime production. Nielsen figures for the digital stream have not yet been released, and the NFL’s own audience report is expected later in the week. For comparison, last year’s halftime performance starring Usher averaged 118.7 million viewers across television and streaming, according to data published by Nielsen.
Sunday’s game drew intense interest beyond the musical showdown. The Patriots, led by veteran quarterback Mac Jones, pursued their seventh Lombardi Trophy, while the Seahawks returned to the championship stage for the first time since the 2014 season. The league continues to leverage the halftime slot as a global promotional vehicle, and executives have emphasized its reach to multilingual and international audiences—an approach that partly drove the selection of Bad Bunny, whose recent world tour was one of the highest-grossing in 2025.
Whether TPUSA’s project will become a recurring fixture remains undecided. In interviews prior to Sunday, organizers indicated they would evaluate metrics and audience feedback before committing to future editions. Observers inside the music industry note that parallel productions could find a niche among viewers seeking genre-specific or ideologically tailored content, particularly as digital platforms lower entry barriers for live programming.
For the moment, Kid Rock’s appearance provided the most tangible evidence of that strategy’s potential. As confetti cannons signaled the end of his set, the performer thanked both on-site crew and remote viewers, punctuating the final chords with the phrase, “God bless the USA.” The cameras faded out on an image of the American flag projected across the stage—an unmistakable branding choice underscoring the message TPUSA aimed to deliver during football’s biggest night.
Crédito da imagem: Gary Miller / Getty Images
