Taylor Swift’s presence is shaking things up in the lead-up to the Super Bowl. Her relationship with Kansas City Chiefs tight end Travis Kelce has garnered attention, with Swift generating a brand value of $331.5 million for the Chiefs and the NFL, according to Front Office Sports. This has not gone unnoticed as the Super Bowl approaches, with the dynamics off the field becoming as intriguing as those on it.
The Super Bowl, held in Las Vegas, Nevada this year, is known for its grandiosity. Tickets for this year’s game cost an average of $9,804, a 69% increase from last year. The cost of a 30-second television ad during the game is expected to be even higher, with companies vying for the opportunity to reach the massive audience. Swift’s influence has enticed new advertisers, with health and beauty brands like l’Oreal’s NYX Professional Makeup, e.l.f. Cosmetics, and Dove reportedly purchasing ad spots. It is speculated that their involvement is tied to Swift’s relationship with Kelce and the NFL.
According to global trend spotter Marian Salzman, Swift is the “best bridge” advertisers have to women of all ages and the men who shop with them. The involvement of these beauty companies may have been a calculated risk, with some waiting for Kelce and the Chiefs to reach the Super Bowl before securing their ad spots.
The AFC Championship Game between the Chiefs and the Baltimore Ravens garnered a record 55.47 million concurrent live viewers, with NBC attributing the NFL’s growing female audience to Swift’s relationship with Kelce during a game earlier in the season. Swift’s influence extends to the betting public, with a significant amount of bets favoring the Chiefs to win the Super Bowl. Sportsbooks are capitalizing on Swift’s popularity by offering bets centered around her and her relationship with Kelce.
Overall, Swift’s presence has had a significant impact on the lead-up to the Super Bowl, from advertisers seeking to capitalize on her influence to the betting public showing their support for the Chiefs. The allure of Taylor Swift at the Super Bowl is undeniable and has brought a unique energy to the event.