The business of the grotesque halftime show

The halftime show nobody wanted to watch but everyone is talking about

The latest major sports final left a halftime show that has divided opinion well beyond aesthetics. Branded "embarrassing" and compared to the Chinese New Year ceremony, the performance generated an unusual volume of criticism even by the standards of these events.

What some call a "grating American mess" others see as a forced blend of cultures and generations that bordered on the grotesque. Artists such as Madonna, Ronaldo and Shakira shared the stage in a choreography many described as "AI-staged". The presence of figures from different backgrounds — from North Africa to the Bronx — was interpreted by part of the audience as a poorly executed attempt at inclusion.

The cost of the controversy

Shows like this move millions in sponsorships, image rights and global viewership. When the public reacts with widespread sarcasm, advertisers start wondering whether the return justifies the investment. Live audience figures might show a spike during the halftime show, but the exodus of viewers on social media was noticeable.

The comparison with the Chinese New Year ceremony — praised without reservation — makes it clear that the American model of mass entertainment does not always connect with international audiences. Some analysts point to format fatigue: too much noise, too little substance.

An uncomfortable prediction

Brands are likely to adjust their strategy for the next event, seeking a more sober or local tone. But there is also the possibility that the controversy becomes an asset: sensationalism sells, and the final's halftime show will remain the most talked-about moment, for better or worse. The sports entertainment industry will not change course as long as the clicks and tickets keep coming.