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Photo: Pollstar

Management

Noah Assad

Chief Executive Officer, Rimas Entertainment

Company metric · Trade-reported

$225.2M

Bad Bunny touring gross, first half of 2026

H1 2026

Gross from 27 concerts by Rimas management client Bad Bunny, with global ticket sales of 1,496,735, as reported by Pollstar; a touring-business figure for the artist Assad manages, not his personal income.

Source: Pollstar — 2026 Impact 50 Honoree: Noah Assad (retrieved 2026-09-16)

Hero metrics are sourced, person-specific measures of live-music economic footprint. Company metrics are labelled as company metrics; no synthetic score is used.

CEO of Rimas Entertainment and longtime manager of Bad Bunny, overseeing the label, management and sports-representation group behind Puerto Rico's biggest global touring artist.

Last updated 2026-09-16

In short

Noah Assad is Chief Executive Officer at Rimas Entertainment. Directs the management and business operations behind Bad Bunny's stadium and residency touring, among the highest-grossing runs in the world. Noah Assad is CEO of Rimas Entertainment, the Puerto Rico-founded label, management and sports-representation company he leads, and has been Bad Bunny's manager for nearly a decade [1](https://variety.com/2025/music/news/bad-bunny-residency-puerto-rico-manager-noah-assad-1236434205/).

Quick facts

Current role
Chief Executive Officer
Primary category
Management
Known for
Managing Bad Bunny; Rimas Entertainment; Bad Bunny's Puerto Rico residency; Rimas Sports
Last verified
2026-09-16

Executive summary

Noah Assad is CEO of Rimas Entertainment, the Puerto Rico-founded label, management and sports-representation company he leads, and has been Bad Bunny's manager for nearly a decade 1. Rimas's roster also includes Karol G, Eladio Carrión, Mora and Arcángel.

Assad oversaw Bad Bunny's 2025 'No Me Quiero Ir de Aquí' residency at Puerto Rico's Coliseo de Puerto Rico, a 30-plus date run that sold over 400,000 tickets, including a nine-day residency window restricted to island residents, and which Variety projected would generate roughly $200 million for Puerto Rico's economy 2. Pollstar's 2026 Impact 50 recognition credits Assad with the residency's $47.5 million gross across 31 shows and the subsequent 2026 stadium run that grossed $225.2 million from 27 concerts and drew more than 1.49 million tickets sold globally 3.

Rimas has also expanded into sports representation through Rimas Sports and into wider Latin music through a stake in Argentina's Dale Play Records, broadening the company's operations beyond a single artist's touring calendar 4.

Why Noah Assad matters in live music

As the executive who has managed Bad Bunny from an independent artist posting music on YouTube to a Super Bowl halftime headliner and record-breaking touring artist, Assad's business decisions — including choosing an arena tour over a stadium run in 2024, then a residency over a global stadium tour in 2025 — have repeatedly reset expectations for how a global Latin superstar's live calendar can be structured.

Rimas Entertainment's growth into sports representation and equity stakes in other Latin labels also makes Assad's company a broader industry consolidator, not solely Bad Bunny's management vehicle.

Career record

  1. Around 2016Began managing Bad Bunny, according to Variety.
  2. 2022Rimas launched Rimas Sports to represent Latin baseball prospects and MLB players.
  3. 2025Oversaw Bad Bunny's 'No Me Quiero Ir de Aquí' Puerto Rico residency, grossing $47.5 million across 31 shows.
  4. 2026Named a Pollstar Impact 50 honouree as Bad Bunny's 2026 touring grossed $225.2 million in the first half of the year.

Sphere of influence

Levels are categorical — Core, Major, Significant, Limited — and each is stated with the evidence it rests on. No numeric score is published, because none would be defensible.

Latin artist management
Core
Manages Bad Bunny and leads Rimas Entertainment's broader roster of Latin superstars.
Residency and stadium touring
Major
Directed the business behind Bad Bunny's record-setting Puerto Rico residency and subsequent global stadium run.
Independent label operations
Significant
Rimas Entertainment operates as an independent label and holds a stake in Argentina's Dale Play Records.

Entity relationships

Current

Timeline

  1. 2016Began managing Bad Bunny.
  2. 2025Oversaw Bad Bunny's Puerto Rico residency, which sold over 400,000 tickets.
  3. 2026Recognised as a Pollstar Impact 50 honouree for Bad Bunny's Super Bowl halftime show and 2026 touring.

Related Live Index research and records

References and sources