Taylor Swift’s romance with NFL star Travis Kelce has proven to be more than just a high-profile relationship—it’s a game-changer for the league. 

According to a new report, Swift’s presence at Kansas City Chiefs games has resulted in nearly $1 billion in publicity for the NFL since she first attended a game in September 2023.

The Taylor Swift Effect: A Billion-Dollar Boost

Data obtained by MarketWatch reveals that Swift’s connection to the NFL has led to increased ticket sales, merchandise purchases, and a surge in female viewership. 

Since she publicly supported Kelce by attending her first Chiefs game on September 24, 2023, 

she has generated $366.8 million in brand value for the league through January 28, 2024.

The momentum only grew stronger. By January 27, 2025, the day after the AFC Championship Game, Swift had contributed an additional $634.3 million in brand value, bringing the total to a staggering $992.4 million in less than two years.

Social Media and Media Coverage Drive the Impact

The president of Apex Marketing, Eric Smallwood, explained that the unprecedented media coverage surrounding Swift’s NFL appearances fueled this financial boost.

“The ‘Swift effect’ and the corresponding media exposure continued for the NFL and the Chiefs prior to the start of the 2024 NFL season,” Smallwood said. “The media blitz continued as the Chiefs kept winning games and were featured on national broadcasts, leading into the playoffs and now the Super Bowl.”

He also pointed out that Swift’s presence at games attracted attention beyond the traditional sports world, drawing in entertainment media outlets that wouldn’t typically cover the NFL.

Swift’s Influence on Female NFL Viewership

The NFL has also seen a significant rise in its female fanbase, particularly among younger audiences. Ian Trombetta, the NFL’s senior vice president for social, influencer, and content marketing, confirmed that social media engagement among women aged 13 to 24 has increased since Swift began attending games.

This demographic shift is notable, as the NFL has long aimed to expand its reach beyond its traditional audience. Swift’s presence at games, whether she’s cheering from a VIP suite or celebrating with Kelce after a win, has made football more appealing to fans who may not have followed the sport closely before.

Taylor Swift’s Consistent Support for Travis Kelce

Since going public with their relationship, Swift has been a regular fixture at Chiefs games, often spotted sitting alongside Brittany Mahomes and Kelce’s mother, Donna Kelce. She has attended numerous home games at Arrowhead Stadium in Kansas City, Missouri, and even traveled for away games.

Most recently, the “Cruel Summer” singer attended Super Bowl LVIII on February 9, 2025, where she watched from a VIP suite at Caesars Superdome in New Orleans. Fans were quick to note her emotional reactions throughout the game, further fueling the ongoing fascination with her connection to the NFL.

Will Swift Continue to Be a Presence at Chiefs Games?

As speculation grows over Kelce’s future in the NFL, it remains to be seen whether Swift will continue attending games in the coming seasons. The Kansas City Chiefs tight end, now 35 years old, has been the subject of retirement rumors, leading fans to wonder if Swift’s association with the league could soon come to an end.

Regardless of what the future holds, one thing is clear—Taylor Swift’s influence on the NFL has been undeniable. In just two years, she has helped generate nearly $1 billion in brand value, reshaped the league’s audience, and brought mainstream cultural relevance to professional football like never before.

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