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The impact of Taylor Swift's love story on sports media


With football season approaching, let's look back at Super Bowl 58 — the most watched sporting event in United States history. In Las Vegas, I had the opportunity to connect with sports media professionals and dive deep into the world of sports media marketing. Applying what I have learned in my studies to the production of events supported by NFL Alumni Media was an enriching experience. It ignited my passion for exploring the intersection of sports, entertainment, and media surrounding the Super Bowl and the National Football League (NFL).

One of the most influential stories in sports and entertainment revolves around the love story of pop star Taylor Swift and NFL Tide End Travis Kelce. He is a part of the Kansas City Chiefs, beating the San Francisco 49ers 25-22 in Super Bowl 58. And who was there to cheer him on? You guessed it—Taylor Swift herself. Swift's presence at the Super Bowl and other Chiefs games sent shockwaves through the sports media landscape. It put the Chiefs and the NFL into the spotlight like never before. 

Suddenly, Swift's fans (Swifties) who had not previously tuned into football found themselves rooting for the Kansas City franchise. But her impact didn't stop there. After Swift attended her first Chiefs game, Kelce’s merchandise sales increased by 400% overnight. That shows off the power of celebrity endorsement. As if that wasn't impressive enough, Kelce gained a whopping 300,000 new Instagram followers, while his jersey ended up on the top five best-seller list.


And let's not forget the Super Bowl itself, which broke records with approximately 123 million viewers tuning in to CBS's broadcast. Swift's presence, combined with other star-studded appearances like Usher's, played a significant role in driving these historic ratings. The Chiefs continue to grow their fanbase, not just because they are Super Bowl Champions but also because of Swift's undeniable influence.

Swift's impact transcends viewership numbers. Her presence has opened doors to new demographics in the NFL, with a notable 53% increase in viewership among girls aged 12 to 17. Her association with the NFL has led to a 20% surge in sponsorships and $330 million in revenue—a testament to the economic value of celebrity partnerships in the sports industry. The league has successfully capitalized on the high-profile relationship.

But it's not just about sales figures and ratings. The NFL has masterfully leveraged storytelling to create engaging content that showcases the relationship between Swift and Kelce, resonating with fans. Brands and viewers have joined in by adding perspectives through social media and advertisements. Fathers write about heartwarming stories of bonding with their daughters over their shared love for Swift and football, exemplifying the cultural impact of this romance.


Another example is this Cetaphil Super Bowl commercial portraying how this story has sparked new shared experiences. The dad is paying attention to a football game when his daughter hears Taylor Swift is in attendance. By the end of the advertisement, the dad gets his daughter excited about other games now that they both have someone to cheer for. It brings them together to share this experience after finding a new way to connect.

Taylor Swift's influence on sports media extends far beyond attending games. Not only did she heighten attention and engagement with the NFL, but her association with Kelce and the Chiefs has sparked a cultural phenomenon. It captivates audiences and fosters connections that transcend the boundaries of sports and entertainment. So, here's to the power of love, touchdowns and Taylor Swift.

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