Taylor Swift isn’t just a pop icon anymore; she’s the next great American dynasty, singlehandedly steering some of the country’s most vaunted brands and insтιтutions.
Why it matters: She already fueled the nation’s economy for much of the summer and drove thousands to register to vote. Now, she’s a beacon of opportunity — and cash — for both the NFL and Hollywood.
Kelce is also a recipient of the halo effect. In the 24 hours following the game, he gained over 300,000 new social media followers, saw a 400% increase in merchandise sales and his podcast ranked #1 on the Apple charts.
By the numbers: Her attendance did in fact drive ratings, particularly among young, female viewers
What they’re saying: “This buzz around Travis Kelce and Taylor Swift isn’t just about speculation about their relationship, it’s about the Halo Effect at work – where one person’s influence boosts the appeal of others around them. Suddenly, football is more than a game; it’s a stage for pop culture,” said communication expert Molly McPherson.
“It isn’t just an academic theory; it’s a savvy marketing move. When an All-Pro tight end like Travis Kelce invites Taylor Swift to a game, he’s essentially inviting her entire fan base to tune in as well. Swift, Kelce, the NFL, and the Kansas City Chiefs all come out ahead. There was only one loser in Sunday’s game, and it was the Chicago Bears.”
Box office: With Hollywood mired in the depths of dual labor disputes, this fall’s movie slate was looking pretty bare for theaters — until Swift delivered an unexpected jolt with the surprise announcement of her “Eras Tour” film, set for release this month.
Swift and her family directly negotiated a distribution deal with theater chain AMC, leaving out the traditional studio middlemen via an agreement that could upend how concert films are released in the future, per Puck’s Matthew Belloni.