BREAKING NEWS: Dallas Cowboys owner Jerry Jones has pledged $7 million to Turning Point USA to fund its upcoming “All-American Halftime Show,”

In a stunning and unconventional move, Dallas Cowboys owner Jerry Jones has pledged $7 million to support Turning Point USA’s “All-American Halftime Show,” an independent alternative broadcast set to air alongside the NFL’s official Super Bowl LX halftime performance featuring global superstar Bad Bunny.

The announcement — confirmed by Turning Point USA on Thursday — has sent shockwaves through both the sports and entertainment worlds, igniting debate over what many are calling “a cultural Super Bowl showdown.”

According to organizers, the “All-American Halftime Show” will celebrate patriotism, country music, and traditional American values. The event is expected to air simultaneously with the official halftime show on February 8, 2026, when the Super Bowl takes place at Levi’s Stadium in Santa Clara, California.

“This is about giving fans a choice,” Jones said in a statement. “The Super Bowl should bring Americans together — not divide them. I believe there’s room for something that celebrates our country, our heroes, and our spirit.”

A Rival Halftime — and a Cultural Flashpoint

The announcement immediately sparked national conversation. For decades, the Super Bowl halftime show has been one of the most-watched entertainment events in the world, featuring iconic performances from artists like Beyoncé, U2, and Rihanna.

This year, however, controversy has swirled around the NFL’s selection of Bad Bunny as its headliner. The Puerto Rican megastar, known for his Latin trap and reggaeton hits, has both a massive global fanbase and a history of politically charged performances.

Turning Point USA’s show — described as “family-friendly, unapologetically American entertainment” — appears to position itself as a counter-programming event appealing to traditional football audiences.

Sources close to the organization told Variety that the show will feature country legend Toby Keith, rapper Kid Rock, and pop star Carrie Underwood, alongside a tribute to military veterans and first responders.

“We want to celebrate the kind of unity that doesn’t need to be edgy or political,” said a spokesperson for Turning Point USA. “This isn’t about opposition — it’s about representation.”

NFL Caught in the Crossfire

The NFL has not yet issued an official response, but league insiders told ESPN that Jones’s public endorsement has created “tension within ownership circles.” While Jones has often clashed with the league’s leadership over marketing and image strategy, this move — directly supporting a rival halftime production — is unprecedented.

“Jerry Jones has always marched to his own beat,” said one veteran NFL executive. “But this is a line no one’s ever crossed before — funding an alternative show that airs at the same time as the league’s signature event.”

Analysts predict that Jones’s backing could boost viewership for the Turning Point USA broadcast, particularly among football fans who feel alienated by the NFL’s increasing shift toward pop-culture performances.

Fans React: Applause and Outrage

Online, reaction has been immediate and polarized. Supporters have praised Jones as “a true patriot,” while critics accuse him of politicizing what’s supposed to be a unifying event.

One fan on X (formerly Twitter) wrote:

“Finally, someone’s giving us a halftime show that feels like America again.”

Another fired back:

“Jerry Jones just turned the Super Bowl into a culture war.”

The hashtag #TwoHalftimes began trending within hours, alongside #BadBunnyVsAmerica and #JerryJonesShowdown.

The Bigger Picture

For Jerry Jones — who has owned the Cowboys since 1989 and is one of the NFL’s most powerful figures — this is more than a business move. It’s a statement about the direction of American sports culture.

Whether fans see it as patriotic or provocative, one thing is certain:
Super Bowl LX won’t just be a battle on the field — it’ll be a clash of worlds, where touchdowns meet tradition, and pop culture meets patriotism.

And for better or worse, Jerry Jones just made halftime history.