Two American football teams - the Seattle Seahawks and New England Patriots - will vie for the championship title on Sunday during Super Bowl LX. But mid-game there's a separate, equally high-profile battle brewing: a culture war.
Puerto Rican superstar Bad Bunny, who has been tapped as the show's headliner, has attracted an unprecedented level of criticism for his outspoken opposition to US immigration policy - with some even calling for his deportation, even though he is a US citizen.
It's not exactly new. Half-time performances have a history of sparking controversy - from Janet Jackson's infamous wardrobe malfunction in 2004 to the live debut of Beyoncé's Black Lives Matter anthem Formation in 2016.
But this year's show ignited debates before Bad Bunny - the most streamed artist in the world, who primarily performs in Spanish - even took the stage.
Republicans balked at his politics, with an Alabama senator dubbing it the woke bowl. US President Donald Trump called Bad Bunny's selection absolutely ridiculous, and the Speaker of the House summarized it as a terrible decision.
The pushback even sparked a competing half-time event from conservative organization Turning Point USA, which will air an All American counter-programme during Bad Bunny's set that will be headlined by Trump ally Kid Rock.
With tens of millions expected to tune into the performance, what Bad Bunny will do in front of the crowd is anyone's guess.
At a press conference on Thursday, the 31-year-old hinted that his performance would be more about unity and healing than spreading division. I know that the world is gonna be happy this Sunday, and they're gonna have fun, and they're gonna dance and they're gonna have a good time, he said.
His plans, however, remain ambiguous amidst a politically charged environment, raising questions about how he will address key issues through his music.
Views among fans and critics diverge. For some, Bad Bunny represents a voice for the Latino community, while for others, his political stances evoke dissatisfaction.
Despite this, his performance serves as a notable milestone, being the first-ever solo half-time show in Spanish, symbolizing shifting dynamics in the NFL and broader American culture.
Bad Bunny's cultural significance continues to rise, providing a blend of entertainment with a message that resonates with many audiences.
