Taylor Swift’s impact on the NFL’s business this season has been undeniable, with her public relationship with Kansas City Chiefs tight end Travis Kelce serving as a catalyst to reach and create new fans.
While her presence at Chiefs games and on NFL broadcasts may draw the ire of hardcore fans, the viewership numbers, as well as the dollars and cents, prove she’s a bona fide draw. With Swift expected to be in attendance for Super Bowl LVIII between the Chiefs and San Francisco 49ers this Sunday at Allegiant Stadium in Las Vegas, Swifties across the globe are gearing up for her appearance — even if it’s for a split-second.
NFL Commissioner Roger Goodell, speaking with reporters in Las Vegas Monday, addressed the impact the pop music superstar has had on the league.
“Having the Taylor Swift effect is also positive,” Goodell said. “Both Travis and Taylor are wonderful young people, they seem very happy. She knows great entertainment, and I think that’s why she loves NFL football. I think it’s great to have her apart of it. Obviously, it creates a buzz [and invites] another group of young fans and young women who are interested in why she’s going to this game, why she is interested in this game. Besides Travis, she’s a football fan. And I think that’s great for us.”
Taylor Swift generating massive amount of money for NFL, Chiefs
Just how much has Swift impacted the NFL and Chiefs’ bottom line? Front Office Sports reported last week that Swift has generated an equivalent brand value of $331.5 million for both entities. So yeah, a ton.
Kansas City primetime games brought some of the biggest audiences this season, particularly among teenage girls. The Chiefs’ 23-20 Week 4 victory over the New York Jets notably garnered an average of 27 million viewers, the most-watched Sunday show at the time since Super Bowl LVII last February. Teenage girl (age 12-17) audience saw a 53% spike from the season-to-date average of the first three weeks. Swift was present during that game and often shown on the broadcast.
Goodell said the league is embracing Swift’s presence and the new fans she’s brought to the game.
“She’s an extraordinary performer,” Goodell said. “I think this is just about welcoming people into the game. It’s giving people a different perspective of the game. It’s giving them an opportunity to say, ‘Wow, that’s exciting.’ And I see it. I see it with others. I see it with their friends… We see the data. People are talking about the game that weren’t talking about the game yesterday. And whatever that reason is, I’m good with it, as long as they get exposure to our game. Taylor is obviously a dynamo. Everything she touches, there are people following. And so, we count ourselves as fortunate and we welcome it.”
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