Some background on why the NFL stood by its decision to have Bad Bunny do the Super Bowl halftime show:
The NFL has stood by its decision to book Bad Bunny for the Super Bowl halftime show despite Trump administration criticism.
www.espn.com
That is a very biased report. First, no matter what the NFL believes, "football" in the rest of the world is what we call "soccer". While there is a minimal following for American football outside the US, the NFL fails to recognize why there are some fans in places like Mexico where a survey of those attending one of the Mexican games found that the vast majority of ticket buyers had attended college in the U.S. and had acquired a taste for the game (but the other 364 days of the year the were soccer fans).
Second, Bad Bunny is not an "international icon". He is very popular among Spanish speaking youth, predominantly in the nations surrounding the Caribbean Basin. Once you get away from that zone, his interest declines rapidly. On the other hand, Shakira is a huge name not just for Spanish language songs, but those in English that have been hits worldwide; she did the theme song for the African World Cup in fact. And Jennifer López is a certifiable international movie star, although she has also had a lot of hits... nearly all in English.
Sure, the NFL will get more and more Hispanic following among U.S. Hispanics, particularly later generation ones as the current big wave of migration has born-here children who learn to follow American football among their peers at school.
As a sidebar, one of Bad Bunny's political positions is the independence of Puerto Rico. In all the plebiscites on statehood / commonwealth / independence, independence had only gotten low single digit preferences. A saying in Puerto Rico is "if you are young and don't believe in independence, you have no soul. If you are older and still believe in independence, you have no brain."