Taylor Swift Super Bowl: A New Audience Magnet, Political Stakes Before the 2024 Presidential Election… How Taylor Swift Shakes Up the NFL

The Taylor Swift Super Bowl, one of the biggest sports events on the planet, will not be found on the field this season, nor even among the halftime show festivities. The star of the game between the Kansas City Chiefs and the San Francisco 49ers, on Sunday, February 11, will be in the stands and is named Taylor Swift. Chosen as the 2023 Personality of the Year by Time Magazine, the pop star has become one of the faces of the king sport in the United States, through her romance with Chiefs player Travis Kelce. A relationship that far exceeds the simple framework of celebrity news and has ushered the NFL into a new era.

Taylor swift Super Bowl
Taylor Swift’s romance with NFL star Travis Kelce draws new audiences and potential political impact to the league, reshaping its image and reach. – Taylor Swift super bowl

Having become a regular spectator of the Kansas City Chiefs since making her relationship with Travis Kelce official, Taylor Swift has become the attraction that cameras and fans must see. “There have always been stars who have gravitated around the NFL,” explains Alain Mattei, editor-in-chief of the website specializing in American football Touchdown Actu and commentator for W9. “This is the biggest of them all. It multiplies the impact.”

The NFL, Taylor Swift Super Bowl’s Version

By herself, Taylor Swift has led to a cumulative valuation of the Chiefs and the NFL of more than 330 million dollars in five months, according to the specialized media Front Office Sports. The sales of her boyfriend’s jersey also soared by 400% at the Fanatics retailer within 24 hours of the singer’s first appearance in the stands of Arrowhead Stadium in Kansas City, on September 25.

Beyond the economic fallout, seeing Taylor Swift as the new NFL “darling” is a sociological upheaval for a league where “a virility and even a machismo that we do not find elsewhere,” still reigns, deciphers Jean Baptiste Guégan, a specialist in the geopolitics of sport and a connoisseur of the North American league. “It’s only men, everywhere. We are very far from other leagues like baseball, basketball, and even soccer. That’s also what Taylor Swift adds.”

The singer offers the NFL an audience it had never managed to reach in its long history: the female audience. American football’s ratings among women are breaking records.

“Taylor Swift takes the NFL out of its usual field, its very ‘traditional America’ rut. A third of the United States will watch the event live, and a whole youth will find themselves there because it’s Taylor Swift, and because she brought with her people who would never have been interested otherwise,” says Jean-Baptiste Guégan, a specialist in the geopolitics of sport

According to the economic magazine Forbes, the NFL’s young female viewership between the ages of 12 and 17 exploded by +53% compared to the previous season, and by +24% among those aged 18-24. The Chiefs’ playoff games are breaking all audience records. In late January, the conference final against Baltimore was watched on CBS by 55.5 million viewers (+17% compared to the previous season). The broadcaster hadn’t recorded such an audience outside the Super Bowl since the 1994 Winter Olympics in Lillehammer. “It connected Taylor fans and NFL fans, in a way,” acknowledged NFL commissioner Roger Goodell at the end of November. “It’s great for the League to benefit from this attention.”

American Football, a Troubled Reflection of the “American Soul”

Taylor Swift breaks the mold with her aura, but also by what her romance with Travis Kelce, a valued NFL star even before he became “Taylor Swift’s boyfriend,” represents. “We’ve never had a global icon who was so interested,” analyzes Jean-Baptiste Guégan. “And Travis Kelce, he’s a winner who has a real personality. It’s the reversed vision of the star couple with the legend Tom Brady and model Gisele Bündchen. Here, the one supporting is not erased, far from it, and the other is not the average American, on the contrary. He’s a progressive in a complicated and divided America.”

The NFL, it’s the American soul,” he continues. “It’s THE major league in the United States. It’s the one that represents the most what America is, its violence, its excesses, but also its sense of community and its ability to come together. It’s a mirror of American society.” Taylor Swift is using her influence to address the issues dear to her heart, including, women’s rights, and the fight against racism, within a league traditionally anchored on the right of the political spectrum.

Taylor Swift’s romance with NFL star Travis Kelce draws new audiences and potential political impact to the league, reshaping its image and reach. – Taylor Swift super bowl

In a country as polarized as the United States, the pop star’s involvement in the NFL could even have political repercussions. “In 2024, there will be the presidential election. Taylor Swift has already shown that she can mobilize,” recalls Jean Baptiste Guégan. “It will be interesting to see if she uses this platform, this megaphone that the NFL represents, to carry political messages. It could have an impact.”

Taylor Swift‘s relationship with Travis Kelce and her newfound prominence in the NFL world are reshaping the league’s image, its audience, and potentially its political landscape. As the Super Bowl approaches, all eyes are on the pop star, who has become an unexpected but influential figure in American football.

Taylor Swift super bowl
Taylor Swift’s romance with NFL star Travis Kelce draws new audiences and potential political impact to the league, reshaping its image and reach. – Taylor Swift super bowl

Monica WALDRON

With 7+ years in the field, I, Monica Waldron, founded businessnews.site, embodying my passion and expertise in business journalism and growth marketing. Aiding 100+ startups, I specialize in several realms including SEO and AI Writing, and am dedicated to providing strategic and actionable insights through my platform, establishing myself as a reliable entity in the business community.

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