+Impact Insights

When the NFL tapped Bad Bunny to front its Super Bowl campaign, it wasn’t chasing “wokeness” or Gen Z validation. It was making a smart, data-driven business move.

The Puerto Rican megastar commands one of the most loyal and globally engaged fanbases on the planet. For the NFL, that translated into something every executive understands: new audiences, new sponsors, and new revenue streams. It wasn’t a political statement; it was a market expansion strategy.

In today's competitive marketplace, success goes beyond profit margins. Consumers, employees, and investors increasingly seek brands that not only deliver quality products and services but also actively contribute to a better world. This shift towards civic responsibility, embracing a positive impact on society, isn't just an ethical imperative; it's a strategic win for businesses of all sizes.