By Nathan Lawie (He/Him)
This year’s Super Bowl has become the most watched in history and it’s all down to Taylor Swift.
The buzz around American Football over the last few months has resulted in a massive spike in viewership as Super Bowl LVIII becomes the most-watched telecast since the US moon landing in 1969.
Super Bowl LVIII garnered an estimated 123.7 million viewers in America which broke the previous year’s record of 115.1 million viewers and is only second in viewership to the moon landing.
On Sunday the 11th of February the Kansas City Chiefs defeated the San Francisco 49ers by 25-22 in overtime to win their fourth Super Bowl and their second in a row, becoming the first team since the New England Patriots to win back-to-back championships. Despite this monumental achievement, all eyes were on Taylor Swift as she watched from the crowd supporting her boyfriend, Chiefs Tight End Travis Kelce.
The reason for the recent surge in support for the NFL has been international pop superstar Taylor Swift’s relationship with Kelce. Her loyal and large fanbase has begun to support the Kansas City Chiefs referring to themselves as ‘Chiefties.’
Over the past few months, Taylor Swift has attended several of the Chiefs matches, the Superbowl being her thirteenth game, much to the excitement of Swift’s fans.
Their relationship has allowed the NFL to gain fans from parts of society that had previously been elusive. Among teenage girls, NFL viewership has increased by 53%, whilst for the 18-24 demographic there has been an increase of 24%.
It’s not just viewership and public interest that has seen a boost, Swift has generated $331.5m in brand value for the NFL. Swift’s involvement in the NFL was welcomed by the NFL Commissioner Roger Goodell. He stated that it creates a buzz, and that ‘it creates another group of fans, particularly young women.’
The Kansas City Chiefs themselves have also gained from Taylor Swift. In September 2023, Travis Kelce’s jersey sales saw a 400% increase after Swift’s first appearance at a Chiefs game as she watched the game alongside Kelce’s mother Donna.
The lead-up to this year’s Super Bowl was dominated by conversation about Taylor Swift and whether she would be able to appear as she had recently been touring in Japan. Fortunately, she was able to appear much to the adulation of her fanbase and network bosses.
A poll done by Numerator reveals that 20% of Super Bowl viewers were rooting for the Chiefs to win due to Swift’s relationship with Kelce.
However, this recent phenomenon has become polarizing among many NFL supporters as they say that Swift is causing a distraction. In the same poll 34% of respondents agree with the statement ‘I think Taylor Swift is a distraction for the NFL.’ Whilst 32% neither agree nor disagree and 34% disagree with the statement.
Overall, whilst many disagree with attention being placed on Swift’s relationship with Kelce, it is clear to see that it has been very profitable for the Kansas City Chiefs as well as the NFL as a whole, and has allowed the sport to be appreciated by new fans.
Hi I’m Nathan, the News Editor. I’m a journalism and politics fourth-year student at Strathclyde. I enjoy all things sport and I’m passionate about politics.
IG-nathanl2003
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