NFL's International Halftime Strategy

The NFL plans seven major halftime shows in seven international cities across four continents, up from six last year.

“The success we had last year internationally, frankly, that was kind of a test run.”

First Halftime Show in Melbourne

Jonas Brothers performed at the Melbourne Cricket Ground on September 10, 2.026.

Upcoming International Shows

Pedro Sampaio & Ricky Martin will perform in Rio de Janeiro on September 27, Ayra Starr in London on October 11, Burna Boy in Paris on October 25, Manuel Turizo in Madrid on November 8…

Global Music Strategy

The NFL aims to engage international fans through halftime shows, leveraging music to connect with audiences who may not typically watch football games.

Expectation Challenges

The biggest challenge is managing expectations, as international halftime shows differ from the Super Bowl Halftime Show in scale and venue.

“The biggest challenge is expectation.”

Venue Adaptations

The NFL must adapt stadiums not built for football to host halftime shows without obstructing views or gameplay.

“We have to find a way to store the stage around the field during the game and not obstruct views.”

Music's Role in Games

Music enhances the NFL experience through stadium sing-alongs, touchdown tracks, and the Vince Lombardi Trophy soundtrack.

Artist Selection Criteria

The NFL selects artists who resonate locally, globally, and with football fans, prioritizing year-round partnerships over one-off performances.

Genre Strategy

The NFL tailors music genres to local markets, with Latin music gaining traction internationally and country music thriving in Europe and Australia.

Future Plans

The NFL aims to integrate music into every regular season game, but faces challenges with club resources and artist availability.

Artist Collaboration Dreams

Tim Tubito dreams of bringing multiple artists together for large-scale, cross-genre performances that create 'real musical moments'.