NFL schedules seven international halftime shows across four continents
When the NFL kicked off its 2026-2027 season in Melbourne, Australia on Sept. 10, the Jonas Brothers took the field for a milestone halftime performance. Billboard reported that the event marked the first of seven major international halftime shows scheduled across four continents, expanding the league’s global live music footprint well beyond its traditional domestic spectacles.
Global Expansion Follows International Test Run
The ambitious international slate builds directly on a smaller series of overseas performances hosted during previous seasons. Tim Tubito, the NFL’s senior director of global game presentation and entertainment, told Billboard that last year’s international shows served as a calculated test run. Following positive audience reception, the league scaled its international footprint from six shows across five cities last year to seven major productions for the current calendar.
“The success we had last year internationally, frankly, that was kind of a test run,” Tubito told Billboard, noting that the league intends to expand alongside its broader international schedule.
Melbourne Kickoff Launches a Seven-City International Lineup
Following the Jonas Brothers’ opening performance in Melbourne on Sept. 10, the NFL rolled out a diverse roster of international headliners across multiple global markets. Pedro Sampaio and Ricky Martin performed at the Sept. 27 game in Rio de Janeiro, Brazil. Ayra Starr headlined the Oct. 11 matchup in London between the Philadelphia Eagles and the Jacksonville Jaguars, just one day after the league officially finalized its Mexico City booking.
Billboard reported the complete lineup schedule:
- Melbourne, Australia (Sept. 10): Jonas Brothers
- Rio de Janeiro, Brazil (Sept. 27): Pedro Sampaio & Ricky Martin
- London, United Kingdom (Oct. 11): Ayra Starr
- Paris, France (Oct. 25): Burna Boy
- Madrid, Spain (Nov. 8): Manuel Turizo
- Munich, Germany (Nov. 15): Cage the Elephant
- Mexico City, Mexico (Nov. 22): The Warning
Logistical Complexities in Stadiums Not Built for Football
Producing live concert spectacles overseas introduces distinct logistical challenges, particularly when working inside venues not specially built for them. Tubito explained to Billboard that managing fan expectations remains a primary hurdle, given that international audiences frequently compare regular-season international sets to the massive scale of the annual Super Bowl Halftime Show.
Physical stadium architecture requires careful operational planning to protect the playing surface while accommodating live performance infrastructure without blocking spectator sightlines. Unlike venues such as Real Madrid’s stadium—which can lift permanent seating structures to accommodate concert stages—international NFL venues often require customized staging solutions that can be stored securely around the field during active gameplay.
NFL Uses Market Research to Select International Performers
The NFL selects its international performers through targeted market research rather than defaulting exclusively to the biggest name. Programming decisions factor in regional genre preferences, local office intelligence, and whether an artist’s catalog resonates within a specific territory. Tubito noted that while country music maintains strength across Europe and Australia, the league has leaned heavily into Latin music in response to its rapid global expansion.
Beyond live stadium engagement, the musical strategy aims to capture casual sports viewers and new demographic segments who might not otherwise tune into a traditional broadcast. Artists participate in promotional campaigns across digital channels and morning news programs, driving cross-industry media visibility that brings fresh audiences into the sport.
“Music connects to memory for people,” Tubito told Billboard. “It’s that nostalgia thing. Beyond just the halftime show itself, music plays such a big part in what we do at an NFL game.”