Bad Bunny is not getting paid a certain amount by the NFL for the halftime performance.

Millions will tune in to Super Bowl LX, where the New England Patriots will take on the Seattle Seahawks at Levi’s Stadium in Santa Clara, Calif., but those eyeballs won’t just be consuming football.

From citywide celebrations to on-field storylines and betting trends, the region prepares to host one of the world’s biggest sporting events.