Taylor Swift won’t be headlining the Super Bowl halftime show after all. Months of speculation have ended with reports that the NFL rejected her conditions, removing one of the biggest names in music from the conversation, Complex reports.
“She wasn’t asking for favors, she was asking for respect. Taylor knows her worth and the kind of ratings she brings, the global attention she commands.” — said a music executive about the Super Bowl [via Rob Shuter] pic.twitter.com/eOfM9TYLLk
— TSCharts+ (@Charts4Swift) September 25, 2025
The report, originating from Rob Shuter’s Substack and later cited by outlets including NBC affiliate WCNC, revealed that Swift’s team pushed for terms that matched her global stature. She wasn’t asking for favors, but she did want respect. One of her demands centered around money, something the NFL famously doesn’t offer. For decades, the league has expected artists to perform for free, claiming the unparalleled exposure serves as the payment.
That formula has worked for most performers. For many, the halftime show cements an artist’s superstar status. But Swift already sits above that threshold. As one industry insider explained, “Taylor knows her worth. She knows the kind of ratings she brings, the global attention she commands. She wasn’t about to hand that over for free.”
The NFL’s missed opportunity
The NFL has long defended its stance by pointing to the 100 million–plus audience the halftime show delivers, treating that number as currency. Artists ranging from Shakira to The Weeknd have taken that deal. Yet for Swift, who continues to shatter touring and streaming records worldwide, exposure is no longer the ultimate prize. She reportedly wanted full control over her performance and a deal that acknowledged her true market value.
Now the league is turning to other stars. Adele remains in discussions, and Miley Cyrus has been floated as another possibility. Still, Swift’s absence stings. Commissioner Roger Goodell previously suggested that Swift could headline if she wanted to. But clearly, her wants went beyond a simple yes.
The league’s decision becomes even more puzzling when considering the data. NFL broadcasts featuring Swift in the crowd at Chiefs games have boosted ratings by as much as nine percent. That kind of lift without her even touching a microphone hints at what a halftime performance might have delivered.
By walking away from her terms, insiders believe the NFL squandered a generational opportunity. As Shuter summarized, the feeling in the industry is simple: the league fumbled the chance of a lifetime.
