The love story of Taylor Swift and player Travis Kelce is causing a stir and creating great influence in the rugby world. At the same time, the world’s largest economy is also stimulated by consumer demand and increased revenue for many industries in the US.

The Super Bowl, America’s largest sporting event, took place on February 12, with the victory of the Kansas City Chiefs – Taylor Swift’s boyfriend’s team – over rival San Francisco 49ers with a score of 25 – 22.

This match attracted more than 120 million views on all platforms, breaking the record of 115 million views in 2023. This match was rated by the media as second only to the moon landing event. Apollo 11 in 1969 in terms of live attendance.

Controversy revolves around Taylor Swift’s love story

Taylor Swift helped the NFL earn hundreds of millions of dollars just after the match on February 12. Photo: Twitter.

According to market research company Numerator, 20% of the audience watched the tournament because they supported the relationship between Travis Kelce and Taylor Swift. Of these, 48% favored Kelce’s team, while 37% favored the 49ers.

Fox News announced that about 58.8 million female fans watched Super Bowl 2024, accounting for 47.5% of the total, an increase of 9% over the previous year. Before the match, a RadioTimes survey also showed that 51% of participants in the UK were Swifties – Taylor Swift’s fan community who wanted to watch the event.

After the victory of the Kansas City Chiefs, images of Taylor Swift hugging and kissing her boyfriend Travis Kelce appeared in the media and social networks. Keywords related to both quickly climbed to the top trends on news sites.

The excessive focus on Taylor Swift in America’s biggest sporting event has caused a lot of controversy. However, her appearance not only cheered her boyfriend but also helped the NFL solve economic problems.

According to Vanity Fair , the Super Bowl LVIII final attracted more than 123.4 million live viewers, setting a record for the program with the highest number of viewers in American history. This benefit depends largely on the appearance of Taylor Swift. Although the official figure has not been announced, according to The Things’s estimates, Taylor Swift helped the NFL earn hundreds of millions of dollars just after the match on February 12.

Before the Super Bowl, Front Office Sports did statistics and said that the NFL earned $331.5 million thanks to Swift’s appearances at events and her relationship with Travis Kelce. These profits come from social media, news, TV, radio, digital and print.

There are many people who do not care about football but still pay large amounts of money to watch the Super Bowl just to admire the appearance of Taylor Swift. Adam Budelli, a spokesperson for ticket sales company StubHub, explained: “A week before the event, demand for tickets increased suddenly, with the average price per ticket being $8,600, higher than the Super Bowl two years ago. “.

Thanks to Taylor Swift, the number of people buying tickets to watch Travis Kelce and the Chicago Bears’ football team has increased three times in just 24 hours. Photo: Twitter.

 

 

The relationship between Taylor Swift and Travis Kelce not only affects the sports world but also stimulates increased revenue for fashion brands. Revenue of the Wove brand – specializing in designing diamond bracelets for famous couples – increased by 470% after Taylor Swift wore the product at the AFC Championship on January 28. Sports and entertainment spending evaluation company Apex Marketing Group said that Taylor and Travis’ relationship brought in more than $330 million for the NFL and Chiefs from September 2023 to January 22 of this year.

Taylor Swift first appeared at the football field to cheer on Travis Kelce during the match between the Kansas City Chiefs and Chicago Bears in September 2023. The couple’s interaction helped increase Travis’s 300,000 Instagram followers. According to CBS Sports , his jersey sales increased 400% in just 24 hours after Taylor appeared, putting him in the top five players with the best-selling jerseys in the NFL.

This relationship also stimulates consumer demand, especially in the Kansas area, where Travis Kelce lives and plays. Chairman of the city’s economic development board, Tim Cowden, said: “We cannot estimate specific numbers at this time. Taylor has brought a great opportunity to this place.”

According to a representative of ticket sales agency StubHub, thanks to Taylor Swift, the number of people buying tickets to watch Travis Kelce and the Chicago Bears’ football team has increased three times in just 24 hours. The number of people accessing information about the Kansas City Chiefs on the website also increased three times compared to normal days, the number of people searching for Taylor Swift on StubHub increased by 20%.

Although she did not appear in the short videos shown at the Super Bowl, rumors about Taylor Swift’s participation have caused many brands to compete to advertise at this event. Brands have to pay about 7 million USD for each 30-second advertisement, to target young customers watching the match.

Taylor Swift and Travis Kelce’s relationship not only enhances the Super Bowl’s image but also brings in revenue for fashion brands. According to statistics from the Launchmetrics platform, with just one minute of appearing on television, Taylor creates 180 million USD in media impact value.

Fashion technology company Lyst said searches for Taylor’s Area brand cut-out pants increased by 311%, causing the blue and black version of this design to quickly “sold out”. Additionally, the number of people searching for the Area brand also increased by 210% in the 48 hours after the event.

Taylor Swift and Travis Kelce’s relationship not only enhances the Super Bowl’s image but also brings in revenue for fashion brands. Photo: IG NV.

Although controversial because Taylor Swift is “changing” the nature of America’s favorite sport, the NFL seems comfortable with the “Taylor Swift effect”, as it brings huge profits. Roger Goodell, NFL commissioner, shared: “Somehow, Taylor fans connected with NFL fans, to see that they now have a deep connection. It’s great that football leagues receive the attention of The audience loves music and vice versa. Therefore, we welcome Taylor.” Former member of the Tampa Bay Buccaneers and New England Patriots, Rob Gronkowski, also gave a positive review, saying that Taylor and Travis are a perfect match for each other and for the business of the NFL.

Former midfielder Drew Bledsoe also expressed his admiration, emphasizing that Taylor Swift inspired people to pay attention to rugby. He said: “Thanks to Taylor, many people who had never watched football were drawn into the matches. Young girls who had little interest in sports suddenly sat down with their dads and younger brothers to watch the Super Bowl. It was so exciting.” amazing”.

According to Adtaxi, in a survey in November 2023, 45% of participants admitted that Taylor Swift influenced their interest in rugby. With Super Bowl 2024, the season recorded the largest number of female viewers since 2000.