Taylor Swift has become more than just a popular pop singer. She is now considered the next great American dynasty as she wields significant influence over various renowned brands and institutions. This is significant because she has already contributed significantly to the growth of the US economy during the summer and encouraged thousands to register to vote. Today, she represents both opportunity and financial gain for both Hollywood and the NFL.
During last Sunday’s Kansas City Chiefs game against the Chicago Bears, Swift was seen cheering on the team with Donna Kelce, the mother of Chiefs tight end, Travis Kelce. Social media was buzzing over Swift’s attendance, as Fox panned over to her nine times and the NFL flashed images of her on their game day graphics. The official NFL TikTok account released 10 videos and changed its bio to read “9/24/23. Taylor was here,” while NFL on Fox even ran an ad capitalizing on her rumored relationship with Kelce. Kelce also saw a halo effect from Swift’s appearance, gaining over 300,000 social media followers and seeing a 400% increase in merch sales, with his podcast ranking #1 on Apple charts. Furthermore, her attendance drove higher ratings among young female viewers.
The game between the Chiefs and Bears garnered an impressive 24.3 million viewers, making it the most-watched telecast of the week. Interestingly, female viewership in the important 18-49 age demographic saw a significant increase of 63%. Communication expert Molly McPherson believes that the speculation surrounding Travis Kelce and Taylor Swift’s relationship has contributed to the buzz around the game. She suggests that the Halo Effect is at play, where one person’s influence can enhance the appeal of those around them. This has transformed football from being just a game to becoming a platform for pop culture.
Inviting a popular celebrity like Taylor Swift to a game is not just a theoretical move, it’s also a smart marketing strategy. Travis Kelce, an All-Pro tight end, understood this when he invited Swift to a game, which resulted in her entire fan base tuning in as well. This move proved beneficial for Swift, Kelce, the NFL, and the Kansas City Chiefs. Unfortunately, the Chicago Bears were the only ones who lost during that game. With Hollywood facing labor disputes, this fall’s movie lineup was looking bleak until Taylor Swift announced her upcoming “Eras Tour” film release, which provided a much-needed boost to the box office.
Swift and her family have bypassed traditional studio middlemen by directly negotiating a distribution deal with theater chain AMC for the release of her concert film. This move could potentially change the way concert films are released in the future. The film is projected to have a domestic opening weekend of $100 million, with some analysts calling it a “unicorn.” The announcement has also caused Hollywood’s release calendar to shift, as a forthcoming “Exorcist” sequel was moved up a week. Swift’s influence and engagement with her fandom, known as “Swifties,” is due to her authentic and direct communication across social media and fan experiences. She has also challenged the compensation of artists on streaming platforms, earning respect from fellow musicians. Swift is expected to attend the Chiefs vs Jets game this week, which could bring more attention and revenue to the NFL. When Taylor Swift is involved, the only thing that matters is the size of the checks that will be cashed.
