By Valerie Milano
Los Angeles, CA (The Hollywood Times) 2/9/26 – One of the world’s most-watched live events became a powerful cultural moment for inclusion this weekend, as Super Bowl LX delivered a striking level of LGBTQ representation across performances, advertising, and league-hosted events. In response, GLAAD praised the NFL, artists, and brands for helping amplify authenticity on one of sport’s biggest stages.
Global superstar and longtime LGBTQ ally Bad Bunny headlined the halftime show with a performance that celebrated diversity and visibility. Joining him were openly LGBTQ artists Ricky Martin and Lady Gaga, alongside appearances by Puerto Rican rapper Young Miko and ally Pedro Pascal. The show also featured same-sex couples dancing, a visual statement of joy and inclusion beamed to millions worldwide.
The celebration of LGBTQ talent began well before kickoff. Grammy-winning singer-songwriter Brandi Carlile delivered a moving rendition of “America the Beautiful,” while Green Day energized fans with a performance led by bisexual frontman Billie Joe Armstrong.
Bad Bunny’s commitment to inclusion is not new. In 2023, he received GLAAD’s Vanguard Award, honoring allies who make a meaningful impact on LGBTQ acceptance, an award presented to him by Ricky Martin.
GLAAD President and CEO Sarah Kate Ellis underscored the significance of the moment, noting that the artists showcased during Super Bowl weekend reflected values deeply rooted in American culture, love, freedom, and belonging. She emphasized that when LGBTQ artists and allies are visible at this scale, they help move the country toward greater unity and joy.
Beyond the field and stage, LGBTQ visibility appeared in national advertising. GLAAD’s Visibility Project, which tracks Super Bowl commercials annually, identified five ads this year that explicitly featured out LGBTQ talent. Participating brands included Levi’s, Nerds, Pokémon, Ritz, and State Farm, spotlighting stars such as Bowen Yang, Andy Cohen, Doechii, Lady Gaga, Young Miko, and the rising pop group KATSEYE.
While the presence was notable, GLAAD also pointed out ongoing gaps. This marks the second consecutive year of reduced LGBTQ representation in Super Bowl ads and a third year without any transgender inclusion; an area advocates say still demands urgent attention.
Data continues to show that visibility matters economically as well as culturally. LGBTQ sports fans are significantly more likely to support brands that align with their values, representing a powerful consumer base with an estimated $1.4 trillion in U.S. spending power.
Off the field, GLAAD and the National Football League co-hosted the fifth annual A Night of Pride in San Francisco, bringing together athletes, artists, executives, and allies to celebrate inclusion in sports. Performances by Young Miko, Grammy winner Durand Bernarr, Ruby Ibarra, and DJ Lady Ryan highlighted the evening.
NFL Network host Kimmi Chex moderated a fireside chat with former San Francisco 49ers athletic trainer Lindsy McLean, who publicly came out following his retirement after more than two decades in the league. NFL allies and trailblazers Carl Nassib and Jeff Rohrer were also in attendance.
Defensive lineman Khalen Saunders spoke candidly about allyship, stressing that no one should ever have to choose between loving football and being their authentic self.
As Super Bowl LX demonstrated, representation at this scale can ripple far beyond a single Sunday, reaching locker rooms, living rooms, and future generations of fans and athletes. For GLAAD, the message is clear: visibility fuels progress, and when sports embrace inclusion, everyone wins.
