Tubito’s team, which plans and delivers the entertainment at all NFL events at home and abroad, produced half-time shows at six of last season’s seven international games.

British artists Raye, Giggs and Jme performed at the two games at Tottenham Hotspur Stadium while Puerto Rican rapper Daddy Yankee headlined the NFL’s first game in Spain last November.

After headlining last year’s game in Brazil, Colombian singer Karol G appeared on the field alongside Bad Bunny at Super Bowl 60 and in April she became the first Latina to headline the Coachella festival, external in California.

“We want to be diverse across our talent and relevant in the market that we’re in,” says Tubito.

“It’s really important to have that local connection because if the fans in the stadium aren’t giving the energy, you can feel that from a broadcast. So in a perfect world, we get an artist that resonates well locally and appeals globally, not only back in the US.”

The NFL is set to announce the acts for this year’s international games, with Australia and France joining the schedule and Mexico back in the mix. That presents an opportunity to showcase an even more diverse range of talent.

And while Bad Bunny was Spotify’s most streamed artist in four of the past six years, Tubito says it is not just about booking “the biggest star”.

“You can’t always do that,” he adds. “There’s only so many of those that transcend so you have to find the right mix. That’s probably the most difficult part, selecting the right talent for each market.

“You don’t always nail it but Raye in London last year, she was kind of about to break. At that point people knew Raye but Raye was not a household name.

“She and her team were wonderful to work with and she’s so talented. You can do some real special things with those types of people so don’t always chase the name, chase the talent – and people who have bought into the same vision that you have.”