Taylor Swift’s relationship with Travis Kelce has generated nearly $1 billion in NFL publicity, boosting viewership and fan engagement.
Taylor Swift has had a huge impact on the NFL since she began dating football player Travis Kelce in 2023.
Recent reports show that her presence has generated nearly $1 billion in publicity for the league.
This phenomenon is being referred to as the “Taylor Swift effect.”
The rise of the “Swift Effect”
When Taylor Swift and Travis Kelce’s relationship became public knowledge, it sparked significant interest in both the singer and the NFL.
Swift attended her first Kansas City Chiefs game on September 24, 2023, which marked the beginning of a new wave of attention for the league.
According to data from MarketWatch, this attention led to a sharp increase in ticket sales and merchandise, especially among female fans.
Taylor Swift has boosted NFL publicity by nearly $1 billion since dating Travis Kelce
From the time they made their romance known, Swift has created substantial brand value for the NFL.
Reports indicate that she contributed around $366 million in brand value by the end of January 2024.
This number climbed even higher, reaching approximately $634 million by January 27, 2025.
Together, these figures add up to nearly $992 million in total publicity for the NFL in less than two years.
Social media greatly influences public perceptions today.
Experts believe that social media has played a significant role in this phenomenon.
Eric Smallwood, president of Apex Marketing, noted that Swift’s appearances boosted the NFL’s visibility.
Her presence attracted attention from both sports and entertainment media.
“The ‘Swift effect’ and the corresponding media exposure continued for the NFL and the Chiefs prior to the start of the 2024 NFL season,” he said.
“The media blitz continued as the Chiefs kept winning games and were featured on national broadcasts, leading into the playoffs and now the Super Bowl.”
Capturing the interest of younger fans
The NFL has also seen a noticeable shift in its audience demographics since Swift began dating Kelce.
Reports indicate that social media engagement among younger women, particularly those aged 13 to 24, has increased.
This change suggests that Swift’s influence is attracting a new generation of fans to the sport.
Taylor Swift’s attendance at football games
Taylor Swift has been a regular at Kansas City Chiefs games, often seen enjoying the matches from VIP suites.
Her presence at these games has not only delighted her fans but has also added to the excitement of the events.
Smallwood added, “Taylor was visible at games, and those appearances garnered media attention from sports-media outlets and those entertainment media outlets not normally covering the NFL.”
Most recently, she attended the 2025 Super Bowl on February 9, where she was spotted with friends in New Orleans.
Although the Chiefs lost the game, sources say that Swift was proud of Kelce and supportive of his efforts.