NFL Takes Half-Time Shows Global With 9-Country Tour

The NFL just announced it will stage half-time shows in seven countries during its record nine international games in 2026, bringing the Super Bowl's most famous tradition to fans around the world.

It's a remarkable evolution for entertainment that once featured only marching bands. The transformation began in 1993 when Michael Jackson took the stage at Super Bowl 27, creating such excitement that Dallas Cowboys players snuck out of their locker room to watch the King of Pop perform.

"That show changed everything," says Tim Tubito, the NFL's director of global event presentation, music and entertainment since 2021. "People started to expect that spectacle."

The strategy has worked beyond anyone's imagination. This year's Super Bowl with Kendrick Lamar drew 133.5 million US viewers, surpassing even Michael Jackson's record as the most watched half-time show in history.

The international expansion reflects how powerfully music connects across cultures. Last year, British artists Raye, Giggs and Jme performed at London games, while Puerto Rican rapper Daddy Yankee headlined the NFL's first game in Spain.

Bad Bunny's February performance showcased exactly what makes these shows work globally. His message of unity resonated worldwide, and Colombian singer Karol G, who headlined Brazil's game last year, joined him on stage before becoming the first Latina to headline Coachella.

The NFL partners with Roc Nation, Jay-Z's entertainment company, to select artists who can connect locally while appealing globally. "We want to be diverse across our talent and relevant in the market that we're in," Tubito explains.

The Ripple Effect

The impact goes beyond one amazing performance. British singer Raye performed at a London NFL game last year and has since won awards in both the UK and US, using that global platform as a springboard for her career.

Local artists get international exposure while international fans experience the magic that makes the Super Bowl special. The energy in those stadiums creates broadcast moments that inspire viewers worldwide, proving that great music needs no translation.

With Australia, France and Mexico joining the 2026 schedule, the NFL is creating opportunities for even more artists to share their talent on a world stage. Each performance becomes a celebration of both local culture and universal connection through music.

The formula is simple but powerful: bring world-class entertainment to fans wherever they are, celebrate local talent alongside global superstars, and create moments of joy that transcend language and borders.