Taylor Swift Has Made the NFL $330 Million

By: Chris Gorrie | Published: Feb 01, 2024

Pop star Taylor Swift has not only dominated the music industry but has also made a significant impact on the National Football League (NFL).

Her romance with Kansas City Chiefs’ star tight end Travis Kelce. Swift has generated a staggering brand value of $331.5 million for both the Chiefs and the NFL, according to a report by Apex Marketing Group.

How Did Taylor Swift and Travis Kelce Meet?

The exact moment when Kelce and Swift first crossed paths remains unclear, but it seems their connection originated from a story Kelce shared on his New Heights podcast.

Travis Kelce smiling at a charity event and wearing a purple and yellow jersey. The background is blurred.

Erik Drost/Wikimedia Commons

In July, Kelce disclosed attending Swift’s “Eras Tour” at Arrowhead Stadium during the NFL offseason. His intention was to partake in the customary friendship bracelet exchange among Swift’s fans, hoping to gift her one with his number on it.

A Discreet Beginning to Swift and Kelce’s Relationship

Despite receiving several bracelets during the event, Kelce’s attempt to give Swift one was thwarted, leaving him somewhat disappointed.

Taylor Swift performing in concert with numerous back-up singers and dancers. The background is red and white, and Taylor Swift is wearing a black leotard.

Julio Enriquez/Wikimedia Commons

Swift’s post-show restrictions on communication added to the missed opportunity. By the podcast’s release on July 26, Kelce hadn’t yet met Swift, suggesting their subsequent meetings occurred discreetly. Now, what started as an unfulfilled connection is evolving into a developing relationship, albeit one without a defined label.

The Calculations Behind the Brand Value

Apex Marketing Group analyzed various factors to determine Swift’s brand value. This included print, digital, radio, television, highlights, and social media mentions of Swift, starting from her first appearance at a Chiefs game on September 24. 

The Kansas City Chiefs before a 2023 season game with the Denver Broncos. Travis Kelce is in the bottom middle of the photo, wearing his jersey and no helmet.

Accedie/Wikimedia Commons

Each instance was assigned a financial value based on its reach and impact. As of January 22, the brand value stood at $331.5 million, nearly doubling the figure from mid-October, which was $166 million.

Swift's Impact on Viewership

Swift’s presence at Chiefs games has not only boosted the team’s brand value but has also significantly impacted viewership. 

Someone holding a TV remote. A television is in the background, blurred out.

Glenn Carstens-Peters/Unsplash

The NFL witnessed its highest regular-season female viewership since 2000, when they began tracking this data. Additionally, the 18- to 34-year-old demographic experienced its best regular season since 2019. Female viewership increased by 9% compared to a 6% increase in male viewership.

Taylor Swift: The Catalyst for Increased Engagement

While Taylor Swift is not solely responsible for the surge in viewership, her presence has undoubtedly played a role in cementing the Chiefs as a top TV draw. 

Four white arrows pointing upward screwed onto wooden boards.

Jungwoo Hong/Unsplash

For instance, last year’s divisional win over the Jacksonville Jaguars garnered an average of 34.3 million viewers, while this year’s divisional win over the Buffalo Bills set a new all-time record with an average of 50.4 million viewers.


The Ripple Effect on Merchandise Sales

Swift’s influence extends beyond viewership numbers. Her impact on merchandise sales has been remarkable. 

A person sitting at a laptop computer with one hand on the keyboard and the other holding a credit card.


When Swift wore a custom-designed jersey made by Kristin Juszczyk, the wife of San Francisco 49ers fullback Kyle Juszczyk, Juszczyk gained over 500,000 social media followers. Travis Kelce’s jersey sales skyrocketed, experiencing a 400% increase after Swift’s first appearance. Even local businesses, like a vintage Chiefs apparel store in Kansas City, experienced a surge in orders after Swift ordered and wore their products.


The Swifties: A New Fanbase for the NFL

Taylor Swift’s connections to the NFL have not only attracted her loyal fanbase, known as the Swifties, but have also created new fans for the league. 

Taylor Swift performing in a stadium with thousands of fans surrounding her and filming with their phones.

Michael Hicks/Wikimedia Commons

NFL Commissioner Roger Goodell acknowledged that women make up 47% of the NFL’s fanbase, a number that has likely increased due to Swift’s involvement. The Kelce brothers, Travis and Jason, have also contributed to this newfound interest through their New Heights podcast, where they openly discuss their admiration for Swift. Their charismatic and candid conversations have resonated with fans, further fueling their enthusiasm for the sport.


Financial Impact on Swift's Fans

The impact of Swift’s influence goes beyond fandom and into financial decisions. According to a survey by Adtaxi, Swift’s fans are three times more likely to purchase sports merchandise. 

A photo from Super Bowl 50 in 2016. The Blue Angels are pictured in the top right corner flying over the stadium.

Spc. Brandon C. Dyer/Wikimedia Commons

They are also twice as likely to explore sports content and tune in to watch games, including the Super Bowl. Swift’s connection to the NFL has bridged the gap between her fans and the world of sports, creating a unique synergy.


The NFL's Perspective

The NFL recognizes the financial benefits of Swift’s involvement. Commissioner Goodell expressed his support for Swift’s relationship with Travis Kelce, stating that it has connected more fans of both Swift and the NFL. 

The NFL+ logo, featuring the acronym “NFL” in black letters followed by a blue plus sign.

National Football League/Wikimedia Commons

The league embraces the increased attention and engagement resulting from their connection, acknowledging that it strengthens the bond between Swift’s fans and the game itself.


Swift's Potential Super Bowl Appearance

As the Kansas City Chiefs aim for another Super Bowl victory, Swift’s potential presence at the big game adds an extra layer of excitement. 

Thousands of fans at a Taylor Swift concert. The lights are dimmed and many people are holding their phones.

calmdownlove/Wikimedia Commons

Despite having a concert in Tokyo the night before, Swift’s logistics could allow her to attend the Super Bowl to support Kelce and the Chiefs. The anticipation of her appearance adds to the buzz surrounding the event, with fans eagerly awaiting the outcome.


Swift’s Overall Impact on the NFL

Taylor Swift’s impact on the NFL and the Kansas City Chiefs cannot be overstated. From significantly increasing brand value to boosting viewership and merchandise sales, Swift has proven to be a valuable asset for the league. 

Taylor Swift posing for a photo at the American Music Awards.

Cosmopolitan UK/Wikimedia Commons

With her connection to Travis Kelce and the Chiefs, Swift has created a new fanbase and strengthened the bond between her fans and the NFL. As the Super Bowl approaches, the excitement continues to build, fueled by the potential of Swift’s attendance. The financial success story of Swift and the NFL serves as a testament to the power of celebrity influence in the world of sports.