The Swift Effect
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The world of pop culture is a funny thing. It’s often interwoven into other entities — thus making it accessible to different groups of people. Before the start of the 2023-24 NFL season, few probably expected Taylor Swift to dominate the headlines as it pertained to the sport of football.
Since entering a relationship with Kansas City Chiefs star TE Travis Kelce, Swift and the NFL have become unlikely bedfellows. Swift has been a fixture at most of Kansas City’s games, and the impact of Swift’s appearance at these events has led to a massive financial windfall for the NFL. As the Super Bowl between the Chiefs and the San Francisco 49ers kicks off this Sunday, let’s take a look back at Swift’s NFL journey over the last few months.
The First Appearance
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We first saw Swift at the September 24th game in Kansas City versus the Chicago Bears. Sitting in a box at Arrowhead Stadium, Swift enjoyed the game alongside Kelce’s mother, Donna (pictured bottom left). This news spread like wildfire, and the speculation over a potential bond between Swift and Kelce grew to epic proportions. Those ‘Swifty’ fans suddenly became invested with both Kelce and the success of the Chiefs in a way nobody could dream of.
The Impact
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When Swift went and watched her beau versus the Bears, she probably thought she was just being a supportive partner. However, the week leading up to the Chiefs’ next game told a more interesting story. According to reports, sales of Kelce’s jersey went up 400 percent in the wake of Swift’s appearance at his game. Even more stunning, viewership went up 63 percent for the female demographic of 18-49. Suffice it to say, that simply watching a football game in person created a national phenomenon.
The Concrete Jungle Featuring Celebrities
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A week later, the Chiefs went on the road to play in New York versus the Jets. Swift naturally attended the game — although she did so with a few of her pals. Sitting next to her at MetLife Stadium included Blake Lively, Robyn Lively, Ryan Reynolds, and Hugh Jackman. NBC was broadcasting this contest. According to some viewers, Swift and her famous entourage were shown a whopping 17 times during the game.
A Trip to 30 Rockerfeller Plaza
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Two weeks after the Chiefs’ win over the Jets, Kelce and Swift happened to reemerge back in New York City. This time, on the set of the famed sketch show Saturday Night Live. Both made cameos on that week’s episode. This picture was taken of the duo as they were leaving the episode’s wrap party. By this point, those on social media who support Swift were elated. Kelce’s follower numbers on Instagram reportedly grew by over a million people in just a few short weeks.
Don’t Underestimate The Swift Army
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You can make a case that Taylor Swift is among the most popular people in North America at this given time. Furthermore, the influence she’s had on millions of people truly is a sight to behold. Both the Chiefs and the NFL have benefitted big time from the inclusion of her supporters. There was likely some minimal crossover, but the league is enjoying a newfound group of ‘Swifties’ who’ve clearly made their presence known. The amount of Swift/Kelce signs in the stands for Kansas City games is wildly impressive.
Getting Chummy With Brittany Mahomes
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We know that Kelce and Patrick Mahomes have a strong relationship. The duo one day could be considered perhaps the best tight end-quarterback combination in the history of the NFL. In response to Swift appearing at practically every Kansas City game whether at home or on the road, she’s happened to quickly form a bond with Mahomes’ wife, Brittany. Not only do the girls celebrate big plays by dancing and snapping pics together, but Swift reportedly introduced Brittany to a few of her best friends at a lunch in New York last month.
Financial Implications
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This is where things crystalize as it pertains to the power of Swift and the impact she’s had on the NFL. Apex Marking Group put together a data-driven statement that took into account all of the money that’s been made (social media, television, radio, digital, print, highlights) since Swift’s appearance at that September game versus the Bears. In total, the findings indicate that Swift generated approximately $331.5 million in revenue for the league. That number is simply mind-boggling.
Baltimore Magic
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Despite being underdogs, Kansas City managed to upend the No. 1 seed Baltimore Ravens on the road. The Chiefs clinched the AFC, paving the way for yet another Super Bowl appearance during the Kelce-Mahomes-Andy Reid era. When celebrating down on the field after the win, cameras caught a proud Swift lovingly embracing her partner in front of millions of people. The look on Swift’s face truly says it all, as these two lovebirds continue to build their connection in front of the entire world.
Super Bowl Logistics
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Naturally, those in the Swift universe are wondering…will she be at the Super Bowl in Las Vegas? Logistically, things could get tricky. The night before the Super Bowl on Feb. 11, she’ll be performing a concert in Tokyo, Japan. Based on the time difference, she’ll be gaining hours coming back into the United States. It’s roughly a 12-hour flight from Tokyo to Las Vegas. While she hasn’t publicly commented on the event, it would be a shock if she isn’t there cheering on Kelce.
The Impact
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Kansas City defeated Buffalo en route to making this Super Bowl appearance. The game certainly had plenty of storylines — from Mahomes vs. Josh Allen to the past history between the teams. Naturally, this nationally televised game featured Swift cheering on her guy from a box. Once the game ended, reports indicated that 50.4 million people watched this game. As a result, it became the most-watched divisional NFL Playoff game in the history of the league. And we’re not talking about two major markets, either.
If this isn’t emblematic of the Swift impact, I don’t know what is. Imagine how the numbers for this year’s Super Bowl will look with Swift surely primed to be in attendance.
