Taylor Swift’s relationship with Travis Kelce worth £260m to Chiefs and NFL
Taylor Swift has been a big hit with NFL fans since she started dating Kansas City Chiefs hunk Travis Kelce, and the numbers behind her influence are staggering.
Global music star Taylor Swift has made regular television appearances at Kansas City Chiefs games this season. Some NFL fans weren’t exactly thrilled with his presence, but it’s understandable why the NFL would want to continue featuring the pop sensation, who is currently dating Travis Kelce. According to Front Office Sports, Swift has created a brand value of $331.5m (£260m) for both the Chiefs and the NFL. These staggering numbers were calculated from September 24, 2023 to January 22, 2023, after the Chiefs defeated the Buffalo Bills. Swift played his first game in September when the Chiefs beat the Chicago Bears in Week 3. His impact has remained strong ever since. The report found that mentions of Swift in print, digital, radio, TV, highlights and social media posts generated an astounding $331.5 million in revenue. After collecting this data, Apex Marketing Group researchers calculated the equivalent dollar value of each listing based on impressions and impact. Apex found that online news and digital content had the biggest impact on these numbers. But by mid-October, the price had reached $166 million. Since then, Swift’s virtual brand has doubled in size and raised the profile of Travis, her brother Jason, and even executives.
Taylor Swift’s loyal fans appear to be having a positive impact on the NFL, with female viewers up 9% from last season. Demand for Travis Kelce shirts has increased 400% since his relationship with Swift was confirmed.
A small Kansas City store that sells vintage team gear has seen an uptick in orders since Swift wore a custom jacket made by Christine Juszczyk, wife of San Francisco 49ers quarterback Kyle Juszczyk. “We’ve had hundreds of orders in the last 48 hours,” said store owner Chris Harrington.
He added: “Sometimes our online store lights up after a Chiefs game when we win, but 100 times more we lose a game. “It was the Taylor effect.”
The Chiefs’ victory over the Bills set a new TV audience record, drawing more than 50 million viewers, compared to the 34 million who tuned in when Kelce played against the Jacksonville Jaguars.
Swift, who is already worth more than $1 billion according to Forbes, appears to benefit the NFL, broadcasters, advertisers, executives and the Kelce brothers. His relationship with Kelce has been one of the biggest stories of 2023 and looks set to continue.
He shared a romantic kiss with Kelsey on the field after the Chiefs won the AFC Championship in Baltimore. They will now head to the Super Bowl in Las Vegas, and Swift is expected to return from the Tokyo show a day early to attend the season finale.
