Already the world’s richest football league, the NFL is experiencing an unprecedented boost in publicity with the arrival of pop sensation Taylor Swift to its stadiums, cheering on her partner, Kansas City Chiefs star player Travis Kelce.
Since September 24, Swift has been a regular in the stands, supporting Kelce, who is set to play in the Super Bowl against the San Francisco 49ers in Las Vegas. Although Swift has not granted interviews or spoken about her attendance, her mere presence has had tangible effects on the National Football League (NFL).
The impact is evident on social media, with the NFL, particularly the Chiefs, gaining additional media exposure equivalent to “millions” of dollars in advertising, according to sports marketing specialist Joe Favorito.
Online platforms Semrush and Similarweb report a 40% increase in visits to the Chiefs’ official website since Swift’s appearances began in September. While it’s challenging to establish a direct cause-and-effect relationship, the Chiefs’ playoff game in late January set a viewership record.
The addition of Swift to the NFL landscape attracts new audiences, particularly her fan club, the ‘Swifties,’ who tune in not only to see Taylor’s boyfriend but also to check out her fashion choices.
Recognizing the evolving landscape, the NFL recently collaborated with designer Kristin Juszczyk, known as the wife of San Francisco 49ers player Kyle Juszczyk. Taylor Swift’s influence is evident in the collaboration, leading to a surge in Juszczyk’s stock after designing a down jacket for Swift reminiscent of Kelce’s jersey.
Juszczyk, aged 29, will create a clothing line featuring more fashionable items than traditional jerseys and caps, expanding the NFL’s merchandise offerings to reach broader audiences.
Ashley Brantman, co-director of sponsorship consultancy Jack 39, acknowledges that Swift has introduced a new group of predominantly female fans to the NFL, challenging the notion that the league’s growth has reached a limit.
The romance between the 14-time Grammy-winning singer and the two-time champion player is not only capturing attention in the United States but also overseas, presenting an opportunity for the NFL to expand its global reach.
The Taylor Swift phenomenon has even impacted the world of betting, with predictions that this Super Bowl will attract the most bets in the industry’s 25-year history. Beyond the game itself, wagers may include predictions on Swift’s lipstick color or the likelihood of her eating a hot dog during the event.
Swift, who is set to return quickly from her last concert in Tokyo on Saturday, plans to attend the Super Bowl, adding an extra layer of excitement to the much-anticipated event.