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Benfica, Portugal’s storied football club, has leveraged imagery from Puerto Rican artist Awful Bunny’s Super Bowl halftime performance to promote an upcoming Liga Betclic match against Santa Clara. The club altered a message displayed by Bad Bunny during the performance, replacing the original text with details of the February 13th fixture.
Bad Bunny concluded his Super Bowl performance holding an American football bearing the message: “Juntos, somos la América” (“Together, we are America”). Benfica adapted the image for its promotional campaign, changing the message on the football to read: “Nunca mais é sexta-feira. Santa Clara-Benfica” (“Never again is Friday. Santa Clara-Benfica”).
The club accompanied the image with a post on its official Instagram account stating: “Nós compreendemos, @badbunnypr. Está tudo a pensar no mesmo!” (“We understand, @badbunnypr. Everyone is thinking the same!”), according to reporting from Portuguese news outlets A Bola and Sapo.
The match between Santa Clara and Benfica is scheduled to take place on February 13th at Estádio de São Miguel in the Azores. Benfica is currently preparing for the match, with players Bah and Richard Ríos gradually reintegrating into training under the direction of José Mourinho, according to a club statement released on February 11th.
Benfica’s promotional strategy follows a May 26, 2026 concert by Bad Bunny scheduled to take place at Estádio da Luz, Benfica’s home stadium. The concert is part of Bad Bunny’s “DeBÍ TiRAR MáS FOToS” world tour.
Tickets for the Santa Clara-Benfica match were temporarily sold out, according to Viagogo, a ticket resale platform. The club is also preparing for a second leg playoff match against Real Madrid for qualification to the Champions League round of 16.
