Taylor Swift is a popular music artist with a loyal fanbase who is admired for her songwriting skills. However, her recent connection to the Kansas City Chiefs and the NFL has sparked an unexpected phenomenon, transforming how football is experienced, particularly in relationships within the Chiefs community.
Sunday afternoons and how to spend them may be a relatable dynamic to many couples. Watching a football game could be an out-of-ordinary activity for some. This newfound connection between the stadium and Taylor Swift has opened the doors for young women to enjoy football games with others, fostering a shared experience.
The pop star’s relationship with Chiefs tight end, Travis Kelce, has led to big boosts in NFL ratings. According to an article in Yahoo Finance, Swift’s attendance caused viewership among women to increase by 24% and in teen girls by 53% from the season-to-date average of the first three weeks of “Sunday Night Football.”
Moreover, Swift's influence has extended beyond the stadium walls. Her music has become a soundtrack to football games, playing in homes, bars, and tailgates across the country. This shared musical experience has brought people together, creating a stronger sense of community within the Chiefs Kingdom.
This PR touchdown was an unexpected play but beneficial to the team. While some may argue that Swift's influence on football is superficial, it is undeniable that she has brought new attention and renewed energy to the league. Her participation of being in the “bleachers” has made football more accessible and appealing to a wider audience, and the league has capitalized on this.
Her concerts have attracted new fans to the team, expanding the fan base and generating significant economic benefits for the community of Kansas City. According to Yahoo Finance, Swift’s appearances have increased the viewership of female viewers to more than 2 million.
The 2023 season was an interesting one with the Chiefs reigning again, but with the best player being Swift. Games like the Chiefs-Bears on Sept. 24 were the most watched NFL broadcast of the week with 24.3 million viewers because of Swift’s fanbase, according to USA Today.
The success of Swift's influence on the league continued throughout the season with a spike in ticket sales, the Chief's social media presence, and jersey sales. According to an article from Billboard, Chief's home games saw a 235% increase in daily average sales and tickets sold two weeks following Swift’s first appearance.
Ian Trombetta, a senior vice president of social and influencer marketing for the NFL, said to USA Today that the NFL is looking for ways to collaborate with celebrities and influencers who Gen Z audiences already trust to bring up the Gen Z and female viewership.
After Swift's appearances, the NFL's social media page was quick to use her influence to their advantage. The NFL social media changed their bio on X (formerly Twitter) to "NFL (Taylor's Version.)" This strategy, among other popular media trends the league participated in associated with Swift, has increased the Chief's following by 200,000 across all social media accounts. Kelce also gained 1.3 million followers across his Instagram, X, and TikTok accounts, according to Billboard because of Swift's influence alone.
No matter what happens in the relationship between Swift and Kelce, it has been a win for the NFL, and many relationships amongst the Chief’s community. Not long after Swift's appearance, her fanbase has connected to the NFL, the Chiefs have increased economically, and fans, specifically women, have been teaching each other rules about football. The future of football will grow through the social exposure of Swift's influence all because the NFL was open to receiving it and a touchdown—talk about a play that’s right on target!
Esmeralda Arias is the Managing Editor of The Setonian. She can be reached at esmeralda.arias@student.shu.edu.
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