The 2026 World Cup final made history by inserting a halftime entertainment segment that lasted 27 minutes, breaking the usual flow of the match.
Justin Bieber opened the segment with an acoustic rendition of “Everything Hallelujah”, while the stage also welcomed performances from K‑pop phenoms BTS, Spanish icon Shakira, Nigerian star Burna Boy and the British rock group Coldplay.
The choreography, though vibrant, felt disjointed; the rapid shifts between genres and the lack of a unifying narrative left many viewers questioning the coherence of the production.
The financial engine behind the spectacle
The show was backed by a coalition of sponsors, including Apple, which reportedly contributed $50 million to secure a Super Bowl‑style presence, as well as Bank of America, Topps, DoorDash, Marriott Bonvoy, Visa and YouTube Music.
Critics argued that the financial incentives behind the show eclipsed concerns for player welfare and the expectations of a fan base that traditionally values uninterrupted play.
Analysts predict that, given the commercial success, future World Cup finals may regularize such halftime shows, despite the ongoing debate over their place in the sport.
Whether the entertainment segment will become a permanent fixture remains to be seen, but the episode has already reshaped conversations about the balance between sport, spectacle and profit.