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Editor's Note: Raúl A. Reyes is a lawyer and member of the board of collaborators of USA Today. Follow him on Twitter @RaulAReyes. The opinions expressed in this article are those of the author.
(CNN) - The Kansas City Chiefs were not the only Super Bowl winners, as Shakira and Jennifer Lopez took Latin rhythms to one of the world's biggest stages at halftime. The bilingual show included popurris of their successes, dozens of accompanying dancers, costumes, a children's choir and a reversible sequin layer that showed the flags of Puerto Rico and the United States. Even JLo's daughter, Emme, sang along with her mother "Born in the USA" by Bruce Springsteen.
Beyond its artistic value, the Super Bowl halftime show was relevant because it put Latin artists on the center stage and celebrated their contributions to popular culture. It reflected an intelligent marketing strategy by the NFL (National Football League) and was a triumph of diversity and inclusion.
The Super Bowl is one of the few events where Americans gather to enjoy it in a group. Last year it attracted some 98 million viewers, and it was still one of the least watched games in more than a decade. While this year's ratings are not yet known, it is certainly true that this is the most Latino Super Bowl so far. Demi Lovato, who is partly a descendant of Mexicans, made a moving interpretation of the national anthem. Los Tigres del Norte, a Mexican-American northern band, inaugurated the simultaneous transmission of the game in Spanish. Bad Bunny and J Balvin, two popular Latin artists who sing in Spanish, joined JLo and Shakira on stage.
This type of visibility is important. Very often, when Latinos are in the national focus, it is because of stories of illegal immigration, crimes or tragedies. Think about the last time you saw Latinos in the news. Events such as the massacre at the Walmart in El Paso, Hurricane Maria in Puerto Rico, and children in cages along the border will probably come to mind. It's a sad reality: Latinos generally struggle to gain positive representation in Hollywood, in the media and politics. So, having two Latin stars at one of the biggest entertainment events of the year is a reminder that Latinos are a significant force in American culture.
In fact, JLo and Shakira made history on Sunday night. While other Latin artists such as Christina Aguilera, Gloria Estefan and Arturo Sandoval have already performed at the Super Bowl halftime shows, this was the first time that the main attraction was in charge of two Latin artists.
This year's show was also a good commercial move for the NFL. According to the league, only 9% of the average television audience this season was Latino, while the Institute for Diversity and Ethics in Sports reports that less than 1% of NFL players are Latino or Latino descendants. When Latinos make up 18% of the US population, the NFL has to work harder to recruit followers and Latino players. Offering a great entertainment show in Miami, the unofficial capital of Latin America, is a solid start.
No doubt, some analysts and political experts will talk about Trump's new campaign announcement that came out during the Super Bowl. But most people tune into the big game to escape the frequent pressures and routines of daily life. They want a good game and a fabulous show, and as soon as the latter, JLo and Shakira did not spare their talent and charisma. Latinos can be proud knowing that viewers will probably remember the lush halftime party more than any political commercial.
The 2020 Super Bowl break show was a showcase for Shakira and JLo, and for their roots. His irreverently diverse celebration showed that Latin culture is in every way as American as the Super Bowl.
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