Inside the Halftime Music Strategy For the NFL’s International Games: ‘The Biggest Challenge Is Expectation’
As the NFL expands with seven new halftime performances in seven cities around the world, the league's Tim Tubito breaks down their music strategy.
When the NFL prepared to kick off its 2026-2027 season with games in Melbourne, Australia, Tim Tubito, the league's senior director of global game presentation and entertainment, was preparing for a significant expansion. The NFL has planned its most ambitious international slate of games ever, featuring major halftime headliners at stadiums around the world.
This includes seven major halftime shows in seven international cities across four continents, up from six shows in five cities last year. Tubito explains that the NFL's expansion of halftime shows is driven by the expectation of international fans, who watch the Super Bowl and anticipate a similar spectacle. He highlights the entertainment value of engaging fans and creating an immersive experience, as well as the potential to attract casual fans or those unfamiliar with football – a benefit that is particularly valuable internationally.
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