• Loading stock data...
Monday, October 6, 2025

Viewership Records and Crying Swifties: Taylor Swift and the NFL’s Budding Business Relationship

  • The pop star led the NFL to its highest regular-season viewership among women since it began tracking in 2000.
  • Unsurprisingly, the Travis Kelce ‘Love Story’ impacts Swifties and their financial decisions.
Chiefs fans wave Taylor Swift and Travis Kelce cutouts at Arrowhead Stadium.
Sam Greene-USA TODAY NETWORK

Everybody knows Taylor Swift has had a massive impact on the NFL this year, and many might be wondering exactly how to measure it. Now, some of the results are in.

Swift has generated an equivalent brand value of $331.5 million for the Kansas City Chiefs and the NFL, Apex Marketing Group tells Front Office Sports. That number, calculated Jan. 22, comes from print, digital, radio, TV, highlights, and social media mentioning Swift going back to her first game on Sept. 24, then figuring out the equivalent dollar value for each instance based on reach and impact. Online news and digital content has created the most value, followed by social media, Apex president Eric Smallwood says. For reference, back in mid-October, that figure sat at $166 million, Smallwood says.

Swift’s impact, of course, goes beyond brand value. Her fans are tuning in, paying up, and latching onto the big personalities of Travis and Jason Kelce.

Despite not showing up until Week 3, she helped boost viewership, especially for young and female fans. The league clocked its highest regular-season female viewership since it began tracking in 2000, and the best regular season among 18-34-year-olds since 2019. From last year’s regular season to this year’s, male viewership increased by 6%, while female viewership rose by 9%.

While Swift isn’t the only reason people are tuning into Chiefs games, she’s helped cement them as a top TV draw. One example: Last year’s divisional win over the Jacksonville Jaguars drew an average of 34.3 million viewers. Last week’s divisional win over the Buffalo Bills set an all-time record of 50.4 million average viewers.

Naturally, women’s fan apparel has seen similar returns. Kristin Juszczyk, the wife of San Francisco 49ers fullback Kyle Juszczyk, who makes custom NFL apparel for celebrities, gained more than 500,000 social media followers after Swift wore her custom design to a game. Travis Kelce’s jersey sales exploded, increasing by roughly 400% after Swift’s first appearance. And a small business in Kansas City is feeling the love, too, after Swift ordered and wore their vintage Chiefs apparel.

“We’ve had hundreds of orders over the last 48 hours,” store owner Chris Harrington told Business Insider. “Sometimes our online store lights up after a Chiefs game when we win, but this is 100 times more than that, and we lost the game. It was the Taylor effect.”

Yes, Swifties Are Becoming Football Fans

Commissioner Roger Goodell said in 2020 that women make up 47% of the NFL’s fanbase, a number that has undoubtedly increased this season. But that’s not just because Swifties tune in to watch their favorite superstar get a few seconds of airtime throughout the broadcast. 

The Kelce brothers’ charisma and candidness about Swift on their New Heights podcast has provided ample lovable soundbites that translate to rooting interest.

“I decided to listen to ‘Fearless’ 15 years ago and now I’m crying over her boyfriend’s older brother crying on a bench in a football stadium,” one Swift fan posted after Jason Kelce’s last game of the season, referring to the singer’s sophomore album.

Unsurprisingly, the relationship impacts Swifties and their financial decisions a lot. Swift’s fans are about three times more likely to buy sports merchandise because of the “Love Story,” and about twice as likely to both explore sports content and tune in for games including the Super Bowl, according to a survey from Adtaxi.

A Chiefs win on Sunday would create an extra two weeks of buzz among Swifties and 92%ers (the name for New Heights fans). A Chiefs title could change the course of human history (maybe). That’s even without confirmation of Swift’s attendance: she performs in Tokyo the night before the game, but FOS crunched the numbers and found she could logistically make it in time for kickoff. Call that “Girl Math (Taylor’s Version).”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ballers in Philadelphia
exclusive

Backer of SlamBall, Ballers Armed With $150M for New Fund

The fund will offer sports and entertainment companies deals that don’t involve equity.

Bad Bunny, U.S. Officials Trade Barbs Over Super Bowl Halftime Show

DHS Secretary Noem attacks the choice, while Bad Bunny responds on SNL.

CFB’s New Parity Era: Penn State, Texas Top-25 Exits Signal Shift

Penn State and Texas fall entirely out of the top-25 rankings.

Mark Sanchez Faces Three Charges After Indy Stabbing Incident 

Mark Sanchez is charged after being stabbed in Indianapolis altercation.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Signs promoting the FIFA World Cup Final coming to MetLife Stadium in East Rutherford, NJ on Wednesday Feb. 7, 2024. The World Cup is held every four years and the 2026 World Cup Final match will be played at MetLife Stadium.

High Ticket Prices Define First World Cup Presale

Most fans weren’t picked for the pricey first presale window.
Sep 28, 2025; Dublin, Ireland; Pittsburgh Steelers fans cheer during the fourth quarter against the Minnesota Vikings during an NFL International Series game at Croke Park.
October 3, 2025

NFL Wants to Play on a Record Fifth Continent

Asia is in the league’s sights after a 2026 game in Australia.
[US, Mexico, & Canada customers only] Mar 16, 2025; Singapore, SINGAPORE; Joaquin Niemann in action during the final round of LIV Golf Singapore at Sentosa Golf Club.
October 3, 2025

LIV Golf Lost $461M in Non-U.S. Operations in 2024

Public financial filings were released this week in the U.K.
Sponsored

How Soccer Star Jozy Altidore Became a Buffalo Bills Owner

Jozy Altidore discusses building a business legacy off the field.
Grand Slam Track
exclusive
October 3, 2025

Investors Keep Grand Slam Track Alive With 8-Figure Lifeline

The league paid athletes half of what they’re owed Friday.
October 2, 2025

FIFA Won’t Move 2026 World Cup Matches Despite Trump Remarks

The organization’s VP pushes back on recent comments from Trump.
[US, Mexico & Canada customers only] Sep 27, 2025; Bethpage, New York, USA; Team Europe's Matt Fitzpatrick celebrates with Tyrrell Hatton after holing his putt to win the hole on the 9th hole during the four-balls on the second day of competition for the Ryder Cup at Bethpage Black.
October 2, 2025

Ryder Cup Fallout Continues As PGA of America Leaders Take Heat

European players are still not happy with the fan behavior.
Cathy Engelbert
October 1, 2025

WNBA Stars Ripped the Commissioner. Where Does the League Go From Here?

Engelbert is set to address the media at the Finals on Friday.