My 2 cents.
First off neither drake nor kendrick should have been picked. The beef is too fresh and not fully resolved and Kendricks recent popularity is only due to his diss record. Regardless of whatever PR statement rocnation and the nfl makes it appears like they are taking sides and dissing as well. Corporate entities typically avoid rapper beefs so its a bit strange to see them step into the middle of it. It seems like Jay is snubbing wayne to take a cheap shot at drake. Whether that true or not doesnt matter. Thats what it looks like due to the freshness of the beef and wayne is caught in the crosshairs.
Next. New orleans is not LA or new york etc. Its a much smaller city with a strong cultural identity you can only experience in new orleans. LA is an international city but you can get the west coast vibe outside of just LA. So that's why its expected that the NFL would tap into that local New orleans culture if they are picking a rapper to perform since they got Goat level rappers there that derseve that shine.
Lastly, culturally, black people dont really rock with kendricks music like that outside a few tracks compared to lil wayne, cash money etc.. Most people in the culture played wayne and them 10x more than kendrick. Kendrick makes music that is more acceptable and accessible to white folks. Thats a fact and that contributed to him getting the show. You could never put kendricks influence on the game and the culture over wayne and cash money.