Bad Bunny Inks Deal With iHeartMedia for Podcasts Hosted by Latino Athletes (EXCLUSIVE)

Global music icon Bad Bunny is strategically broadening his influence beyond the recording studio, with his sports management firm, Rimas Sports, forging a new path into audio. The agency has inked a deal with iHeartMedia to create exclusive programming for the My Cultura podcast network, a hub focused on amplifying Latino narratives. Their inaugural series, slated for an early 2026 launch, will be hosted by Atlanta Braves superstar Ronald Acuña Jr., the Venezuelan outfielder who earned the 2025 MLB Comeback Player of the Year honor. This venture represents a calculated blend of sports, entertainment, and cultural storytelling, capitalizing on the immense popularity of both the artist and his agency's roster of athletes.

Founded in 2023 by Bad Bunny alongside Rimas Entertainment executives Noah Assad and Jonathan Miranda, Rimas Sports is based in the artist's native Puerto Rico. The firm has quickly assembled a powerful client list of over 45 elite competitors, aiming to develop the next wave of Latin American sports stars. Its diverse roster includes MLB All-Star Fernando Tatis Jr., padel's world number one Agustín Tapia, racing drivers Juan Pablo and Sebastian Montoya, and 2025 WBO light middleweight champion Xander Zayas. The agency's swift rise reflects the expanding global marketability of Latino athletes. In a significant expansion, Rimas Sports is also poised to enter American football, with plans to announce its first class of NFL clients imminently.

This podcast announcement aligns with a landmark period for Bad Bunny himself. At the 2026 Grammy Awards, his album "Debí Tirar Más Fotos" achieved a historic milestone by winning Album of the Year, marking the first time a primarily Spanish-language record has secured the ceremony's top prize. The artist, born Benito Antonio Martínez Ocasio, is further cementing his mainstream status by headlining the Super Bowl LX halftime show this Sunday. His move into curated audio content is a natural extension of his cultural impact, transitioning his influence from massive public events to the more personal medium of podcast listening.

Host Ronald Acuña Jr. expressed strong enthusiasm for the project, stating his desire to explore topics beyond baseball. "I'm incredibly excited for this opportunity to delve into the full spectrum of the Latino experience—our culture, music, family life, and the challenges we face," Acuña said. He aims for the conversations to feel genuine and relatable for the audience. The trend of athlete-led podcasts has grown substantially, offering stars a direct channel to their fanbase. As media analyst Dr. Sarah Chen observes, "These platforms grant athletes significant control over their narrative, enabling them to foster deeper loyalty and present multidimensional personas outside of game-day coverage."

For the My Cultura network, this partnership is a substantial content acquisition. Network lead Leo Gomez emphasized the cultural significance of sports, noting that aligning with Rimas Sports enables them to feature iconic figures like Acuña and share profound stories about Latino influence in athletics. Launched in 2021 via a partnership with iHeartLatino president Enrique Santos, My Cultura has grown to host over 60 shows and has attracted investment from notable figures like actors Wilmer Valderrama and Eva Longoria, solidifying its position as a key platform for Latino voices.

Rimas Sports director Alejandro Padrón outlined the partnership's ambitious vision, emphasizing that their podcast will aim to celebrate unifying cultural narratives and family bonds rather than just athletic performance. By having Acuña lead the first series, they intend to inspire listeners and strengthen the connection between fans and their athletes' broader purposes. All content will be distributed through the iHeartPodcasts platform, a major audio hub that also houses the NFL Podcast Network and shows from personalities like NBA star Stephen Curry, ensuring these Latino-focused stories will access a wide and dedicated audience.