Puerto Rican music superstar Bad Bunny is expanding his business reach yet again by taking his sports management agency into the world of podcasting. His agency, Rimas Sports, has announced a new partnership with media giant iHeartMedia that will bring original audio content to life through iHeartMedia’s My Cultura podcast network.
This move comes at a peak moment in Bad Bunny’s career. He recently became the first Spanish-language artist to win Album of the Year at the Grammy Awards, marking a historic milestone, and he is also scheduled to headline the Super Bowl LX halftime show. With all of this momentum, Rimas Sports is now broadening its influence into storytelling and culture-driven content.
The first podcast project from the partnership will feature Atlanta Braves star Ronald Acuña Jr. — the 2025 Major League Baseball Comeback Player of the Year — as its host. Acuña said in a statement that the show will go beyond sports talk by centering on Latino culture, music, identity, family life, and the everyday challenges and inspirations of the community. He described the project as a chance to connect with listeners in a personal and authentic way, sharing both uplifting and difficult experiences that resonate with many people.
iHeartMedia’s My Cultura network, which was launched to spotlight Latino voices and stories, will distribute the content. The exact name of the show has not yet been revealed, but it is expected to debut in early 2026. The collaboration reflects Rimas Sports’ evolving role not just in athlete representation but also in shaping broader cultural conversations and giving a platform to stories that matter.
Bad Bunny’s agency began in 2023 and has quickly gained attention for representing top athletes from Latin America. This expansion into podcasts marks another chapter in how the company blends sports, culture, and media, reaching audiences through new formats and amplifying voices outside of traditional sports coverage.
