When she’s not writing hit albums, attending her own movie premiere or performing on tour, one of America’s most famous singers has taken an interest its favorite sport.
Taylor Swift changed the NFL last September when she attended a Kansas City Chiefs home game. Swift’s appearance at the game confirmed the dating rumors between her and Chiefs tight end, Travis Kelce. She has since made appearances at 12 games this season and is expected to make her lucky 13th this Sunday at Super Bowl LVIII in Las Vegas.
Some devoted NFL fans are upset about Swift’s appearances because they feel conversations about the pop singer’s involvement take attention away from football. In an interview with Fox News, Hall of Fame NFL coach Tony Dungy voiced his concerns about “entertainment value” drawing attention away from the games.
Other fans are upset for reasons that have little to do with Swift herself. They use her as a scapegoat to express their distaste for female interest and involvement in a sport that has been growing long before she began attending games.
To that end, Swift has become the target of memes and backlash on social media. Angry fans have expressed their resentment at games by booing the singer.
However, Swift typically only has around 25 seconds across each three-hour-long program. To quote the singer herself, “You need to calm down.”
It is nothing new for celebrities to be featured at sporting events as a way to increase media coverage. While public relations experts agree the relationship is not a publicity stunt, business has been booming for the NFL as ratings rose 7% just after Swift’s appearance in September. This season's “Sunday Night Football” had its best viewership since 2015, a massive increase that persists despite an 8% decline in U.S. television viewership. Due to the increase in publicity, the singer’s appearance at games has generated $331.5 million in brand value for the Chiefs and the NFL.
Kelce’s career also benefits from this relationship. He now holds one of the top 10 best-selling jerseys in the NFL after his jersey sales skyrocketed 400% following Swift’s initial appearance at the Chiefs game.
Swift’s foremost contribution to the NFL is a powerful yet underserved demographic: the teenage girl. After her box seat appearance, the NFL saw a 53% increase in viewership of girls between the ages of 12 and 17, bringing female viewership to an all-time high.
The NFL is not the only company looking to profit from these new romantics. Two beauty brands, L’Oreal’s NYX Professional Makeup and e.l.f. Cosmetics, are set to air their first-ever Super Bowl commercials. A new demographic means new opportunities for marketing, and there’s no doubt these brands hope to ride Swift’s wave of success.
Swift’s involvement in the NFL has also proved meaningful in households across the country. Many parents have taken to social media to share how it has sparked their daughters’ interest in the sport and given them something to bond over.
So, while some NFL fans may continue to gripe when Swift makes an appearance, it is clear that the NFL should continue featuring the singer this Sunday. They know all too well that she is an asset to the success of the sport.
Alyssa Grezek is a freshman studying psychology. Do you agree Taylor Swift is good for the National Football League? Send all comments to opinion@dailycardinal.com.
