This article was originally published in the Brand Finance NFL 32 2024 Report
Pop icon Taylor Swift’s relationship with Kansas City Chiefs’ tight end Travis Kelce not only forms a high-profile celebrity couple but also unites two influential brand powerhouses.
The megastar's romance with Kelce, which went viral earlier this year after the Chiefs' victory at the Super Bowl LVIII, has sparked a phenomenon known as the “Taylor Swift Effect.” Brand Finance, the world’s leading independent brand valuation consultancy, ranks the Kansas City Chiefs as the third most-valuable NFL brand in the 2024 NFL brand ranking, with a sizeable brand value of USD1.2 billion. It also ranks the Chiefs as the second-strongest NFL brand. Brand Finance determines brand strength and value based on data from over 10,000 sports fans worldwide. A strong brand attracts fans, players, investors, and sponsors, which boosts engagement and delivers more revenue through higher prices and sponsorships. Ultimately, a strong brand leads to higher commercial value and financial growth.
One of the bestselling music artists of all time, Swift’s authentic songwriting and close fan connection have built her into a cultural icon. While the 2023-24 Eras tour has been enormously successful, grossing over USD1 billion across the globe, her re-recorded albums and off-stage romance with Chiefs star Travis Kelce have further expanded her reach.
Bolstered by their Super Bowl victory, a wave of Swift-dominated publicity has boosted the Chiefs’ already stellar brand power in several ways. Brand Finance research reveals that NFL following among women rose by 3% to 37% between October 2022 and October 2023; this figure dipped only slightly by 1% to 36% in October 2024, demonstrating the league’s sustained appeal among women.
Swift's influence extends beyond music, as it appears to have helped the NFL attract corporate sponsors and allowed brands to capitalize on the "Taylor Swift Effect." According to Brand Finance’s research, Nike enjoys higher consideration among NFL followers, with preference rising from 28% among the general population to 32% among NFL fans. Further, Nike is not only an official sponsor of the entire NFL but has also individually sponsored Kelce since 2013.
Among sports followers who engage with players on social media, there's a notable gender split, with 60% being male and 40% female. However, when it comes to purchasing merchandise, women represent 44% of buyers, indicating their significant contribution to team revenue.
Brands associated with Swift have experienced spikes in sales and website traffic, further highlighting the impact of her influence. Additionally, the NFL is expanding its popularity through partnerships with fashion brands affiliated with artists - including rapper Drake’s brand OVO last year - solidifying its position as a cultural phenomenon beyond the realm of sports.
All this seems to point to a winning strategy for the Chiefs and for the NFL brand more broadly, providing priceless publicity, bolstering merchandise sales, and enhancing the NFL’s already massive popularity on a global scale.
“Swift’s high-profile presence at Chiefs’ games and new affiliation with the league has resulted in a substantial increase in viewership among demographics like young women, as well as driving a considerable uptick in sponsorship opportunities, merchandise sales, and greater overall brand visibility for the Chiefs. These developments appear to have contributed to the Chiefs’ stellar brand strength score in 2024, building on their already massive popularity.”
Alfred DuPuy, Valuation and Strategy Director, Brand Finance North America
The question: is the Swift effect just a temporary fad? Or can the singer really change the game for the power and popularity of American football? While she appears to have given the NFL's popularity an extra jolt, it's difficult to quantify Swift’s long-term impact amid the NFL's broader financial growth and massive existing fanbase. That said, whether this power couple scores or fumbles, Swift’s high-profile involvement in the league is already making this season one to remember.
