One year ago, on Tuesday afternoon, pop superstar Taylor Swift attended her first Kansas City Chiefs game, invited by tight end Travis Kelce. In the days that followed, the NFL featured Swift in 34 social media posts, generating 170 million impressions. Kelce’s jersey sales soared by 400%, and the Chiefs gained over 200,000 Instagram followers, despite maintaining a low profile regarding the new romance.
NFL Commissioner Roger Goodell remarked on Swift’s influence, noting that her presence attracted new viewers, particularly among young women, as evidenced by the record-breaking 123.7 million average viewers for Super Bowl LVIII.
The narrative around Swift’s impact on the NFL is straightforward: a prominent celebrity watches football, inspiring her fans to engage with the sport. Data from YouGov indicates that since September 2023, female NFL fans have increased by over four million, with 3.4 million new fans joining the Chiefs.
Reflecting on the past year, it’s clear that Swift has revealed a substantial untapped audience of young potential fans, all waiting for an invitation.
Taylor Swift Nights
Many teams have hosted “Eras Nights”—a nod to Swift’s tour—across various colleges and sports programs, fully aware she wouldn’t attend. For example, the University of Hawaii embraced this idea after some initial hesitation from their athletics director, Eric Mathews. The event, which included a friendship bracelet station and a halftime lip-sync battle, resulted in a 60% increase in ticket sales among women aged 18 to 40.
Similarly, minor league baseball teams capitalized on the trend with multiple Taylor Swift-themed nights, offering concert ticket giveaways. The Kansas City Monarchs even rebranded for one game as the “Kansas Swiftie Monarchs,” drawing over 5,000 fans—double the usual turnout.
Morgan Kolenda, the Monarchs’ director of fan engagement, noted that the event successfully attracted a different audience, further confirming the effectiveness of targeting Swift’s demographic.
Transforming the NFL**
Before Swift’s influence, the NFL had already been working to expand its female fan base through initiatives like flag football and partnerships with influencers. According to sport finance expert Carrie Potter, Swift’s fanbase aligns perfectly with the demographic the NFL seeks to engage, especially considering women’s significant purchasing power.
While Swift’s involvement has spotlighted existing efforts, it has also drawn some skepticism and criticism about the nature of her relationship with Kelce and the media attention surrounding it. Nonetheless, her presence has sparked a positive feedback loop: more women are watching sports, leading the NFL to create more inclusive environments that attract even more female viewers.
Potter emphasized that these new fans are not merely drawn in by Swift; they are genuinely engaging with the game, fostering long-term loyalty.
This off-field engagement has translated into record digital engagement for the NFL, even amidst strong competition. Ian Trombetta, the NFL’s SVP of marketing, acknowledged the unique influence Swift wields and the importance of embracing it.
In summary, while Swift has introduced many young women to sports, she has also highlighted the growing power and influence of the female fan in the sports industry.
