As the second season of Taylor Swift’s connection to the NFL is set to begin, her presence has undeniably boosted interest in the sport among a significant portion of the American public. Swift, who made headlines last season with her high-profile romance with Kansas City Chiefs star Travis Kelce, has brought her massive fanbase into the world of football, creating a unique crossover between pop culture and sports.
Swift and Kelce’s relationship dominated the news cycle last season, and the NFL became an unexpected beneficiary of the pop star’s enormous influence. Swift’s fans, often described as cult-like in their devotion, started following NFL games to catch glimpses of her appearances at the stadiums. As a result, the league saw a noticeable boost in viewership and ticket sales.
This year, the “Swift effect” on the NFL has been quantified in a new survey conducted by LendingTree. The study surveyed 2,000 fans to assess just how much of an impact Swift’s presence would have on the league for the 2024 season. The findings are striking: 17 percent of Americans reported being more interested in watching NFL games because of Swift’s association with Kelce and the league. Notably, men are more likely to feel this way, with 22 percent showing increased interest, compared to 13 percent of women.
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However, Swift’s presence hasn’t been universally welcomed. According to the survey, another 17 percent of respondents reported less interest in the NFL specifically because of Swift’s involvement. Meanwhile, the remaining 66 percent of participants indicated that their opinion of the league hasn’t changed, despite Swift’s increasing visibility.
One of the most significant outcomes of Swift’s influence has been her ability to draw younger audiences to the NFL. The survey revealed that 25 percent of Generation Z respondents stated that Swift has played a role in their increased consumption of NFL content, underscoring her appeal to younger demographics.
On the flip side, not everyone is thrilled with Swift’s growing association with football. The survey also found that 44 percent of participants expressed outright dislike for what Swift has done to the NFL. Despite this, 14 percent of fans reported they plan to spend more money this season—whether on tickets, merchandise, or other NFL-related products—because of Swift’s connection to the sport.
Regardless of how fans feel, the NFL has certainly capitalized on Swift’s impact. Last season’s bump in viewership and ticket sales has not gone unnoticed, and the league is leaning into the Swiftmania. In fact, Swift was prominently featured in a new promotional ad for the 2024 NFL season, which has already stirred controversy. In the 30-second spot, Swift appeared on screen five times, which some critics felt overshadowed the athletes themselves, sparking frustration among traditional NFL fans who want the focus to remain on the game.
The NFL’s embrace of Swift’s popularity might ruffle some feathers, but the league is undoubtedly seeing financial rewards from her influence. Swift’s crossover appeal brings new eyes to the sport, and her presence has created a cultural moment that blurs the lines between music, celebrity, and athletics.
As for Kelce and the Kansas City Chiefs, they are set to open the 2024 NFL season against the Baltimore Ravens.
While the Chiefs aim for their third consecutive title, it seems Swift’s presence—both in Kelce’s life and in the NFL—will continue to make headlines, whether fans love it or hate it
