Pop star Taylor Swift’s romance with Kansas City Chiefs tight end Travis Kelce has led to a significant increase in NFL viewership and spending, particularly for the upcoming 58th Super Bowl featuring the Chiefs against the San Francisco 49ers. This phenomenon, as reported by CBS News, highlights Swift’s substantial impact on football fan engagement.
A recent survey by LendingTree found that 16% of U.S. consumers have been influenced by Swift to spend money on football-related products and activities. Swift’s presence at Chiefs games and her relationship with Kelce have attracted her fans to the sport, resulting in increased purchases of tickets, jerseys, memorabilia, and streaming subscriptions.
The survey further revealed that Swift’s influence is particularly strong among younger demographics, with 24% of Gen-Zers and 20% of millennials expressing heightened interest in football due to her connection with Kelce. This shift counters the trend of declining interest in the NFL and other professional sports among these age groups in recent years.
Matt Schulz, a LendingTree analyst, emphasized the role of Swift’s popularity in boosting Super Bowl viewership. “There are an awful lot of people out there who are more likely to watch the Super Bowl now because the Chiefs are in it and Taylor Swift may be there,” he explained.
Swift’s effect was notably evident during the Chiefs’ playoff game against the Miami Dolphins, exclusively streamed on Peacock. The NBC Universal-owned streaming service, which costs $6 a month, saw nearly 3 million new subscribers that weekend, with Swift fans contributing to this surge.
Approximately 40% of Gen-Zers acknowledged spending money on football due to Swift’s influence, and the trend was most prominent among six-figure earners. Schulz remarked, “The fact she’s having this much of an influence is remarkable, but people shouldn’t be surprised because we have seen it in practically everything she’s touched.”
The “Swift effect” has also been observed in her record-setting “Eras Tour” concert series, positively impacting local economies across the U.S. The Federal Reserve Bank of Philadelphia noted a significant uptick in travel and tourism related to her tour, while Cincinnati hotels reported substantial revenue during her performance weekend.
Sports betting services are also capitalizing on Swift’s connection to the Super Bowl, offering unique proposition bets related to her and Kelce. Tim Williams, a spokesperson for BetUS, anticipates a significant increase in these types of bets, stating, “She’s peppered throughout all of the different props.”
Swift’s influence on the NFL and Super Bowl viewership underscores her broader impact on entertainment and sports industries, reflecting a unique crossover of fan bases and commercial interests.