It’s the love story that rocked the sports and entertainment worlds: Taylor Swift and Travis Kelce. The pop superstar and the Kansas City Chiefs tight end met at a charity event in September 2023, confirmed their relationship on Instagram in October, and became the most talked-about couple of the year. They were spotted at various events, such as the American Music Awards, the Grammys, and the Super Bowl, where they shared sweet kisses and cuddles.
But their romance is not just a fairy tale for them. It’s also a boon for the NFL, the Chiefs, and Kelce himself, especially in terms of ratings, revenue, and audience diversity.
Here’s how:
Why the surge in viewership? Well, one of the reasons is Swift’s presence at the games. The singer-songwriter, who has a loyal fan base of over 200 million followers on social media, often posted pictures and videos of herself cheering for Kelce and the Chiefs, wearing their jerseys and hats, and holding signs and banners. She also performed at some of the games, such as the halftime show at the AFC Championship, where she sang a medley of her hits, including “Love Story”, “You Belong with Me”, and “Willow”. Her performances drew rave reviews from critics and fans alike, and generated buzz and excitement for the games.
Swift’s presence at the games also attracted more female viewers, who are typically underrepresented in the NFL audience. According to Nielsen, the female viewership for the Chiefs games in the 2023 season was 45%, up 10% from the previous season. The female viewership for the Super Bowl was 49%, up 8% from the previous year. This is a significant increase, considering that the average female viewership for the NFL games in the 2023 season was 38%, and the average female viewership for the Super Bowl in the past decade was 43%.
Swift’s Association with Kelce Increased the Ticket Sales, Merchandise Sales, and Brand Value of the Chiefs
Another benefit of Swift’s romance with Kelce is the increase in the ticket sales, merchandise sales, and brand value of the Chiefs. According to Forbes, the Chiefs had the highest average ticket price in the NFL in the 2023 season, at $245, up 20% from the previous season. The Chiefs also had the highest attendance in the NFL in the 2023 season, at 76,416, up 12% from the previous season. The Chiefs also had the highest merchandise sales in the NFL in the 2023 season, at $120 million, up 25% from the previous season.
Why the spike in sales? Well, one of the reasons is Swift’s association with Kelce and the Chiefs. The singer-songwriter, who has a loyal fan base of over 200 million followers on social media, often promoted Kelce and the Chiefs on her platforms, wearing their jerseys and hats, and encouraging her fans to support them. She also collaborated with the Chiefs on some of their merchandise, such as the “TS x TK” collection, which featured shirts, hoodies, and accessories with Swift’s and Kelce’s initials and logos. The collection sold out within hours of its launch, and generated millions of dollars in revenue for the Chiefs.
Swift’s association with Kelce and the Chiefs also increased the brand value of the Chiefs. According to Forbes, the Chiefs had the fifth-highest brand value in the NFL in 2023, at $3.2 billion, up 15% from the previous year. The Chiefs also had the fourth-highest social media engagement in the NFL in 2023, at 120 million, up 20% from the previous year. The Chiefs also had the third-highest media exposure in the NFL in 2023, at $1.5 billion, up 18% from the previous year.
Swift’s Relationship with Kelce Attracted More Women Advertisers and Sponsors to the NFL and the Chiefs
A third benefit of Swift’s romance with Kelce is the attraction of more women advertisers and sponsors to the NFL and the Chiefs. According to AdAge, the NFL had the highest ad revenue in the 2023 season, at $6.5 billion, up 12% from the previous season. The NFL also had the highest number of women-centric brands in the 2023 season, at 35, up 15% from the previous season. The NFL also had the highest number of women-targeted ads in the 2023 season, at 45%, up 10% from the previous season.
Why the increase in women advertisers and sponsors? Well, one of the reasons is Swift’s relationship with Kelce and the NFL. The singer-songwriter, who has a loyal fan base of over 200 million followers on social media, often endorsed and partnered with women-centric brands, such as e.l.f., Dove, and CeraVe, on her platforms, and featured them in her content and performances. She also appeared in some of the ads and commercials for these brands, along with Kelce, during the NFL games, especially the Super Bowl, where they had a joint ad for e.l.f. cosmetics, which was voted the best ad of the night by USA Today.
Swift’s relationship with Kelce and the NFL also attracted more women sponsors to the NFL and the Chiefs. According to Sports Business Journal, the NFL had the highest number of women-owned or led sponsors in the 2023 season, at 25, up 15% from the previous season. The NFL also had the highest number of women-focused initiatives and programs in the 2023 season, at 30, up 12% from the previous season. The NFL also had the highest number of women executives and leaders in the 2023 season, at 40, up 10% from the previous season.
Swift’s Influence on Kelce Improved His Performance, Popularity, and Earnings
A fourth benefit of Swift’s romance with Kelce is the improvement of his performance, popularity, and earnings. According to ESPN, Kelce had the best season of his career in 2023, breaking several records and leading the league in several categories. He had 105 receptions, 1,416 yards, and 15 touchdowns, the most by a tight end in NFL history. He also had 10 catches, 133 yards, and two touchdowns in the Super Bowl, the most by a tight end in Super Bowl history. He was named the NFL Offensive Player of the Year, the first tight end to win the award, and the Super Bowl MVP, the second tight end to win the award.
Why the boost in performance? Well, one of the reasons is Swift’s influence on Kelce. The singer-songwriter, who has a loyal fan base of over 200 million followers on social media, often praised and supported Kelce on her platforms, sending him messages, videos, and gifts, and cheering him on during the games. She also inspired and motivated Kelce with her songs, lyrics, and quotes, and dedicated some of her performances to him, such as the halftime show at the AFC Championship, where she sang “Lover” and “Cardigan” to him. She also helped Kelce with his training, nutrition, and recovery, and accompanied him to his practices, workouts, and therapies.
Swift’s influence on Kelce also increased his popularity and earnings. According to Forbes, Kelce had the highest social media following in the NFL in 2023, at 50 million, up 25% from the previous year. Kelce also had the highest endorsement deals in the NFL in 2023, at $15 million, up 20% from the previous year. Kelce also had the highest salary in the NFL in 2023, at $20 million, up 15% from the previous year.
Taylor Swift and Travis Kelce’s romance is not just a fairy tale for them. It’s also a boon for the NFL, the Chiefs, and Kelce himself, especially in terms of ratings, revenue, and audience diversity. Their romance has boosted the TV ratings and viewership, increased the ticket sales, merchandise sales, and brand value, attracted more women advertisers and sponsors, and improved Kelce’s performance, popularity, and earnings.
Whether they last or not, Swift and Kelce have proven that love can be a game-changer in more ways than one.