In a move that blindsided both sports fans and marketing executives, Samsung has officially withdrawn its multimillion-dollar sponsorship from Super Bowl LX, citing “irreconcilable creative differences” with the halftime performer, Bad Bunny.
The decision, which arrived just 24 hours after the NFL confirmed the Latin superstar’s headline act, was accompanied by a curt public statement that ended with an unmistakable jab:
“We respect artistry,” the company wrote, “but we also respect American values.”
The phrase instantly set social media ablaze. Within minutes, the hashtag #SamsungValues began trending on X (formerly Twitter), attracting a bizarre mix of culture-war pundits, tech reviewers, and confused K-pop fans who weren’t sure which Samsung was being canceled.
Samsung has been one of the NFL’s biggest advertisers for over a decade, pouring tens of millions into ad spots and gadget giveaways. But sources inside the company say the halftime show’s new “creative direction” was too much for the electronics giant to stomach.
“Executives were shown a concept reel,” one insider claimed. “There were lasers, shirtless dancers, holographic crowns, and a remix of the Star-Spangled Banner featuring trap drums. Someone whispered, ‘Is this art or a seizure?’ That’s when the CFO shut the projector off.”
By sunrise, the sponsorship paperwork was being shredded. The deal—estimated at $50 million—was dead.
When reporters caught up with Bad Bunny outside a Los Angeles recording studio, the performer seemed unfazed.
“Samsung? They make toasters, right?” he said with a grin. “I’m still doing the show. Maybe I’ll bring a fridge on stage in their honor.”
Fans erupted in laughter, while Samsung’s PR department reportedly entered a “digital lockdown” to prevent interns from tweeting back.
The league moved quickly to control the narrative, releasing a carefully worded statement that read, in part:
“We appreciate Samsung’s years of partnership and wish them well. The Super Bowl will continue to be a celebration of music, football, and unity.”
Translation, according to one cynical PR consultant: “We’re already calling Apple.”
Behind closed doors, NFL officials are said to be “frustrated but unsurprised.” The halftime show has always been a magnet for controversy—Janet Jackson’s wardrobe malfunction still echoes in the league’s nightmares—but the Bad Bunny choice may have been their boldest risk yet.
“He’s global, he’s edgy, and his fans stream more music than anyone else,” said an entertainment insider. “But he’s also unpredictable. Last time, he performed shirtless on a semi-truck. The NFL likes touchdowns, not topless trucks.”
Samsung’s statement about “American values” raised eyebrows worldwide, given that the company is headquartered in South Korea.
“It’s kind of adorable,” joked marketing professor Dr. Laura Nguyen. “A Seoul-based conglomerate invoking Americana to sell televisions—it’s like IKEA lecturing people on baseball.”
Still, the move may have been calculated. With American competitors like Apple and Google winning over younger consumers, Samsung may see patriotism as a branding shortcut.
“The company’s probably betting that conservative viewers will rally behind them,” Nguyen explained. “They’re turning corporate caution into cultural courage—one press release at a time.”
Investors didn’t seem thrilled. Samsung’s U.S. stock listing dipped 2.5 percent after the news broke, while the NFL’s broadcast partners reportedly began “re-evaluating” ad-slot pricing.
Meanwhile, rival tech companies sensed opportunity. Within hours, Elon Musk’s X Corporation joked about sponsoring the halftime show instead, tweeting:
“We’ll take Samsung’s spot. Our values include freedom, memes, and slightly unreliable Wi-Fi.”
Even Taco Bell chimed in:
“We believe in American values too—like extra cheese and live music.”
The reaction online was predictably polarized.
“Samsung did the right thing,” wrote one commenter. “Super Bowl halftime should be about patriotism, not reggaeton revolution.”
Another fired back:
“Bad Bunny’s the only reason anyone under 40 even watches the Super Bowl. Samsung just fumbled harder than the Jets.”
By Friday night, TikTok was flooded with parody videos of people throwing their Galaxy phones into trash cans while blasting “Tití Me Preguntó.”
Sources say the internal fallout has been chaotic. Some employees applauded the decision, arguing the brand should stay “classy and apolitical.” Others warned that alienating younger audiences could be disastrous.
One mid-level designer reportedly muttered, “So we can make foldable phones but not fold our pride for one halftime show?” before being escorted to HR for “tone issues.”
In an emergency meeting, executives debated possible damage-control campaigns. Ideas included a patriotic commercial featuring bald eagles made of LED lights and a limited-edition “Freedom Edition Galaxy.” None were approved—yet.
In the days following the controversy, Bad Bunny posted a new teaser image for his halftime show. It featured him sitting on a throne made entirely of Galaxy phones, the caption reading simply: “Still shining.”
The image garnered over 12 million likes within 24 hours. Samsung’s PR team reportedly spent the weekend in silent despair.
Despite the drama, Super Bowl LX is moving full steam ahead. Pepsi has reportedly offered to “fill the sponsorship gap,” and rumors suggest that Tesla Energy may provide the stage lighting—powered entirely by solar panels, of course.
Ticket sales remain strong, but analysts predict the halftime viewership will now double purely out of curiosity. “People who hate Bad Bunny will tune in just to be angry,” joked one sports columnist. “That’s still a rating.”
Cultural critics say the episode highlights how corporations have become stand-ins for political tribes.
“Samsung’s not fighting over football or music,” said media sociologist Grant Holloway. “They’re fighting over the illusion of moral superiority. Today, selling phones isn’t about features—it’s about feelings.”
He added, “Every brand now wants to be the hero of America’s ongoing identity crisis.”
As of this week, Samsung insists the decision is final. “We remain committed to aligning our brand with innovation, integrity, and shared values,” said a company spokesperson in an updated statement that notably removed the word “American.”
Meanwhile, Bad Bunny continues rehearsing, the NFL keeps selling tickets, and everyone else is arguing online—proving once again that outrage is the real national pastime.
One sportswriter summed it up best:
“Samsung quit the Super Bowl to protect its image. But in 2025, the surest way to stay relevant… is to get canceled by Bad Bunny.”
