Taylor Swift, an American singer-songwriter, has sparked a record-breaking surge in NFL viewership due to her relationship with Travis Kelce, Kansas City Chiefs all-pro tight end.
Throughout the past year, Swift has become the most popular recording artist and songwriter in the United States, and has earned various achievements including highest album sales, physical album sales, digital album sales, and digital track sales.
Swift’s public image and recent relationship with the Chiefs star has led to an influx of young women interested in sports. Erin Andrews, FOX sports broadcaster, credits Swift with helping more women become passionate about football. Swifties, the endearing name for her fan base, have become captivated by professional football over the past four months. Swifites and NFL viewers have called this the “Taylor Swift Effect,” as the global pop star has brought new viewership and interest to the sport.
On Sept. 24, 2023, Swift attended her first Kansas City Chiefs game, unaware that her presence would generate $331.5 million in brand value for the Chiefs and the NFL. Swift’s support for Kelce during the game also led his jersey sales to rise nearly 400% and caused future ticket prices to rise by 43%, only a few days later.
Swift successfully increased the overall NFL viewership, especially among teenage girls, raising their engagement by 53%. According to NBC Sports, Swift’s attendance at the “Sunday Night Football” game featuring the New York Jets against the Kansas City Chiefs on Oct. 1, 2023, averaged 27 million viewers.
Super Bowl LVIII was the most watched TV broadcast since the moon landing in 1969, averaging 123.7 million viewers. A record of 202.4 million people also watched at least part of the game. Partial credit can be given to Swift, as her appearance with Blake Lively, rapper Ice Spice, and her embrace of Kelce after the Chiefs won were all highly publicized and prioritized by news media.
Some NSU students have particularly felt the impact of the “Taylor Swift Effect” throughout the 2023-2024 NFL season. Here is what they had to say when we asked them:
How has Taylor Swift’s involvement in the NFL impacted your interest in football?
"I had no interest in American football, but my interest definitely sparked after I learned Taylor Swift's boyfriend was playing for an NFL team," said Zeyno Isil Seren, junior finance major.
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