The NFL's Halftime Show Pay Structure: Exposure Over Paychecks
According to a report by WCNC's Megan Divers, the National Football League (NFL) maintains a long-standing tradition of not directly paying performers for the Super Bowl pregame and halftime shows. While the league covers travel expenses, artists typically receive only a minimum union-mandated fee through SAG-AFTRA. This fee is usually around $1,000 per day for rehearsals and the performance itself.
Minimal Payments for Major Performances
In essence, pop superstars do not reportedly earn a substantial paycheck for their grand, globally televised performances. For instance, Sports Illustrated reported that Usher received $671 for his 2024 halftime performance and an additional $1,800 for rehearsal. According to a July 2025 Wrapbook story, the most recent SAG day rate for basic theatrical agreements was $1,246 per day, highlighting the modest compensation structure.
The NFL's Perspective: Unmatched Exposure
The Athletic reported that artists like Bad Bunny, who is headlining Super Bowl LX, are not getting much in direct payment. However, the NFL emphasizes the immense value of exposure. Jon Barker, the NFL's senior vice president and global head of major events, explained to The Athletic's Jayna Bardahl that the opportunity to reach a massive audience is a key draw.
"When you have an opportunity as an artist to stand on a stage and reach 250 million people at one time," Barker said. "And that's not counting the addition of social and streaming and the ability for people to go back and re-watch, I think that it is one of the most important stages in live entertainment."
He added that artists recognize the significance of being part of the halftime show, and this resonates strongly with them, as feedback has shown year after year.
Proven Impact on Music Sales and Streams
The exposure from the Super Bowl halftime show has consistently led to significant boosts in music sales and streaming numbers for performers. Notable examples include:
- Rihanna's 2023 performance reportedly drew a record 121 million viewers. According to ELLE's Moriel Mizrahi Finder and Alyssa Bailey, this led to a 640% boost in music sales.
- Rolling Stone reported that 2025 halftime headliner Kendrick Lamar saw a 430% jump in Spotify streams for "Not Like Us" and a 175% boost in overall Spotify streams after his performance.
- Billboard noted that Maroon 5's 2019 halftime performance resulted in a 434% increase in sales, while Justin Timberlake's 2018 Super Bowl show gained him a 534% sales boost.
These figures underscore how the halftime show serves as a powerful promotional platform, far outweighing the minimal direct payment in terms of financial benefit for artists through increased visibility and subsequent revenue from music sales and streams.
