An article for Deadline traces the evolution of the Super Bowl halftime show, from its modest origins with university marching bands in 1967 to the elaborate, star-studded productions of today. It uses this year's performance by Bad Bunny, which drew 124.9 million viewers and nine Emmy nominations, as a springboard to examine how the show became a major cultural and commercial event, while also noting the divisive reactions such spectacles continue to provoke.

Bad Bunny's 2026 Super Bowl halftime show featured guest appearances from Lady Gaga, Cardi B and Ricky Martin, 300 dancers and a live wedding, becoming the fourth most-watched Super Bowl ever despite criticism from the US president. The piece also revisits the FIFA World Cup's 2026 halftime performance, featuring BTS, Madonna, Justin Bieber and Coldplay, and looks back at earlier eras, including 1970s tributes to Louis Armstrong and Duke Ellington and the frequent appearances of the group Up with People, before charting how figures such as Michael Jackson later transformed the halftime show into the marquee entertainment event it is today.