Discover Puerto Rico Plans Super Bowl Event

by Brian Major
Last updated: 11:20 AM ET, Fri January 30, 2026

Discover Puerto Rico will utilize music, digital activations and cultural moments to place Puerto Rico at the center of the Super Bowl LX event. The activations willfeaturea bilingual livestream partnership, digital platform takeovers, and a consumer pop-up in New York City designed for fans and audiences seeking authentic cultural connections.

The centerpiece of Discover Puerto Rico’s consumer-facing campaign will be The Plena Game Report,a live, fully bilingual (English and Spanish) second screen watch party bringing the energy, humor, and cultural flavor of a true Puerto Rican celebration to football’s biggest night. While fans watch the big game on their TVs, the Island provides its own real-time soundtrack, commentary, and charisma through a continuous 40-minute YouTube livestream unfolding before, during, and after the half time show.

Produced in partnership with Complex, Rums of Puerto Rico, and the Puerto Rico Tourism Company,the livestream will be hosted by football player Isiah Pacheco, who is of Puerto Rican heritage, alongside actor Amaury Nolasco, football analyst Felipe Martinez and the Grammy-nominated group PlenaLibre. Throughout the broadcast, Plena Libre will deliver improvised, real-time Plena performances inspired by key moments on the field, continuing the genre’s long tradition of using music to narrate live events and shared cultural moments. Performances are sung in Spanish with English subtitles, making the experience accessible to a broader audience.

The livestream will also feature interactive segments designed to elevate the at-home viewing experience, including:

Live Plena Performances:Real-time musical reactions to pivotal plays and moments
Game-Day Commentary:Cultural perspectives on the game and halftime performance
Cocktail Segments: Mixology moments led by Stephen Alonso of Identidad Cocktail Bar, the James Beard Award–winning Best New Bar of 2025, featuring Rums of Puerto Rico
Food Inspiration: Puerto Rican game-day snack ideas and traditions from chef Mia Castro
Audience Engagement:Fan reactions and interactive moments throughout the streaming.

The Plena Game Report will stream across Complex’s owned platforms and social channels including YouTube and Instagram. Fans can also tune in and set reminders by visiting here.

Building on the momentum of game day, Discover Puerto Rico will bring the experience to the streets with a consumer pop-up in New York City at Café Colmado. Timed for the Monday following the big game, widely known as one of the lowest-energy workdays of the year, the activation is designed as a culture-forward pick-me-up.

To help kick-start the morning, Discover Puerto Rico will offer free Puerto Rican coffee and mallorcas, a traditional breakfast favorite, to consumers, celebrating the Island’s coffee culture and hospitality. Due to limited availability, guests are required to reserve a complimentary ticket in advance via Eventbrite, with each ticket redeemable for one coffee and one mallorca while supplies last.

Additional plan elements include:

Consumer Giveaway: To extend the celebration beyond the screen, Discover Puerto Rico is launching a sweepstakes inviting fans to take the celebration from the screen to the Island. The prize includes round-trip JetBlue airfare for two, a five-day/four-night stay at Hotel Rumbao in Old San Juan, and a hands-on mixology class at Casa Bacardi celebrating Puerto Rico’s rum and cocktail culture.
National Media Interviews: A series of television, radio, and digital interviews spotlighting the intersection of sports and music in Puerto Rican culture. Former football player Victor Cruz will be available at the Big Game Media Center in San Francisco to share his perspective on Puerto Rican sports and culture, while teasing Discover Puerto Rico’s upcoming Plena Game Report livestream as a must-watch, second-screen experience.
Thursday Night Kickoff Event (San Francisco): Discover Puerto Rico brings Boricua culture to one of game week’s marquee, invite-only gatherings produced by Excel Sports, serving as the event’s destination presence. Designed as a premium lounge experience for sports leaders and tastemakers, the kickoff will feature Puerto Rican music, food, and a rum-forward activation led by Rums of Puerto Rico, delivering an immersive celebration of the Island’s flavor, rhythm, and cultural identity.
Spotify Desktop Homepage Takeover: On Monday after the big game, Discover Puerto Rico in partnership with the Puerto Rico Tourism Company will activate a Spotify desktop homepage takeover for ad-supported users in Puerto Rico, ensuring prominent visibility as listeners return to music and streaming following the game. The placement reinforces Puerto Rico’s music-forward presence and keeps the Island top of mind during one of the highest post-game engagement windows.
iHeartRadio Takeover: Discover Puerto Rico will deliver a high-impact presence across iHeartRadio’s ecosystem on the Monday following the big game, appearing as users log into the iHeartRadio app, iHeart.com, and select local station sites, extending Puerto Rico’s cultural storytelling into one of the country’s most widely used audio platforms during peak post-game listening.
Post-Game TV Segment: A nationally broadcast segment spotlighting Puerto Rican coffee and Plena Libre’s music as the ultimate Monday morning reset following the big game.