Roger Goodell and the NFL want to expand the appeal of the league to international audiences. So: Offering a Spanish-language halftime might have made sense—had that been the extent of the messaging.

Instead, Goodell allowed Bad Bunny and his allies to lecture Americans about immigration enforcement. Not for the first time, the NFL treated its own domestic fan base as toxic and backward to pander to progressives.

When else have we seen this level of disdain for the culture of a company’s customers? Bud Light scolded their patrons as they pressed transgender Dylan Mulvaney.  Gillette treated men as predators and bullies. And: Target pressed transgender swimwear for children.

These brands assumed their loyal consumers would stick around to be insulted. In all instances, the brands lost significant ground.

More than six million people tuned out to watch Turning Point USA’s All American Halftime Show. Perhaps Goodell should think about how many more may vote with their feet next season.