Millions of viewers tuned in to watch Bad Bunny electrify the Super Bowl halftime stage in San Francisco this year. The 13-minute spectacle represents one of the most coveted performance slots in entertainment, drawing massive global audiences and commanding significant production budgets. On Bloomberg's Sports City, host Randall Williams pulls back the curtain on how this cultural phenomenon comes together.

Behind the scenes, selecting the halftime performer involves complex negotiations between the NFL, sponsors, and artists' teams. The chosen act must deliver a show that appeals to diverse demographics while managing the unique challenges of a massive outdoor stadium performance. Production teams spend months planning every detail, from pyrotechnics to choreography, all compressed into a brief window that millions scrutinize.

The halftime show has evolved from simple marching bands to become a major entertainment event that often generates more buzz than the game itself. For artists like Bad Bunny, the platform offers unparalleled exposure and prestige. The performance's cultural impact extends far beyond football, influencing music charts, fashion trends, and social media conversations for weeks afterward.