Taylor Swift has been one of the financial engines for the National Football League (NFL) and the Kansas City Chiefs. According to Apex Marketing Group, Swift has created a brand value of $331.5m for both parties since she attended her first Chiefs match in September 2021 through January 2022, one day after her appearance in a divisional-round game in Buffalo. Apex Marketing Group calculated the financial value for each occurrence based on reach and impact across different media, including print, digital, radio, television, highlights, and social media.
Eric Smallwood, the president of Apex Marketing Group, said that digital content and online news have created the most financial value over social media. When Swift’s relationship with star tight end Travis Kelce became a national sensation in October, generating $166m for both parties. Swift watched 12 of the 18 Chiefs games, including all three of the team’s playoff games during their successful run to Super Bowl 2024. During this time, she became a regular at Kelce’s games, catching the team’s Week 3 victory over the Chicago Bears at Arrowhead Stadium.
The 34-year-old singer helped the NFL produce its highest regular-season female viewership since it began collecting that data in 2000. She also helped it achieve the top regular-season mark in the 18-34 demographic since 2019. Consequently, female viewership rose by nine percent compared to the previous season, a higher increase than male viewership’s six percent hike.
The NFL has long sought to expand its female fan base. Women account for nearly half of the league’s fan base, and the NFL’s marketing efforts have focused on recognizing female fans. In recent years, the NFL has added more women in advertising, made it easier for female fans to buy merchandise, and launched “Football is Female,” a social media campaign to celebrate women who love the sport.
Swift is no stranger to football games. She often uses the games as a setting for her music videos and has performed at the Super Bowl half-time show. She is also an advocate for female empowerment and frequently places her name alongside feminist causes. Her involvement in the NFL and the Chiefs may have added a new set of fans to her following, as both parties benefit from her brand value.
In the meantime, the 18-34 demographic has seen incredible viewership growth throughout the season. Swift’s involvement in the sport and her relationship with Kelce have brought more attention to a league that has long struggled with attracting younger fans. As the NFL moves forward, Swift’s contributions will undoubtedly be of great financial value.