The NFL will stage half-time shows in all seven countries hosting international games in 2026

Tubito’s team, which plans and delivers entertainment at all NFL events at home and abroad, produced half-time shows at six of the seven international games last season.

British artists Ray, Giggs and Jaime performed at two games at Tottenham Hotspur Stadium while Puerto Rican rapper Daddy Yankee headlined the NFL’s first game in Spain last November.

After headlining last year’s game in Brazil, Colombian singer Carol G appeared on the field with Bad Bunny at Super Bowl 60, becoming the first Latina in April. Coachella headlines the festival, outsider In California.

“We want to be diverse across our talent pool and be relevant in the markets we’re in,” Tubito said

“It’s really important to have a local connection because if the fans in the stadium aren’t energized, you can feel that from a broadcast. So in a perfect world, we get an artist that resonates well locally and has global appeal, not just in the US.”

The NFL is set to announce the acts for this year’s international games, with Australia and France joining the schedule and Mexico returning to the mix. It presents an opportunity to showcase more diverse talent.

And while Bad Bunny has been Spotify’s most streamed artist for four of the past six years, Tubito says it’s not just about booking “the biggest stars.”

“You can’t always do that,” he added. “There are a lot of these that cross over so you have to find the right mix. That’s probably the hardest part, selecting the right talent for each market.

“You don’t always nail it but Roy last year in London, he was kind of breaking through. People knew Roy at the time but Roy wasn’t a household name.

“He and his team were wonderful to work with and he’s very talented. You can do some really special things with people like that so don’t always chase names, chase talent – and people who have bought into your same vision.”