Taylor Swift's Extensive Reach for the NFL
Taylor Swift's Extensive Reach for the NFL
Football fans have said "yes" to this love story
You are reading Monday Morning Economist, a free weekly newsletter that explores the economics behind pop culture and current events. This newsletter lands in the inbox of more than 3,700 subscribers every week! You can support this newsletter by sharing this free post or becoming a paid supporter:
Taylor Swift, a global music icon, and Travis Kelce, a standout tight end for the Super Bowl-bound Kansas City Chiefs, have created waves not just in tabloids, but in the NFL’s viewership and fan engagement. Their love story has sparked a significant discussion about the impact of celebrities on the sports industry, particularly looking at how Swift’s relationship with Kelce has reportedly already generated $331.5 million in brand value for the NFL.
Now, I’m no expert on forecasting the longevity of celebrity relationships, so I won’t comment on the future of the Swift-Kelce romance. But I can confidently say that Travis Kelce will hang up his cleats someday. And when that day comes, the big question for NFL executives is: Will this surge in the attention, both from the die-hards and the Swift-induced newcomers, have staying power? Beyond the glitz and glamor, there’s an economic story that touches on two key concepts: the intensive and extensive margins of economic activity.
The Difference Between Intensive and Extensive Margins
First off, what do these terms mean? The intensive margin refers to how existing resources or participants—like workers or fans—are used more effectively. For the NFL, this could mean anything from current fans watching more games to purchasing more merchandise. On the other hand, the extensive margin is about expansion, bringing new fans into the fold, those who previously might not have had any interest in football.
Why does this matter? Understanding where growth is coming from allows the NFL to tailor its strategies more effectively. If growth is happening at the intensive margin, the league might focus on deepening fan engagement. If it’s happening at the extensive margin, the focus shifts to making the sport more accessible and appealing to potential new fans.
The Swift Effect on the Margin
Let’s look at "The Swift Effect" more closely through these lenses. On the intensive margin, Taylor Swift’s presence at NFL games isn’t just fun for Chiefs fans; it’s resonating across the league. Sure, her presence has upset some fans who’d rather keep the pop culture and pigskin separate. But let’s not forget, the NFL isn’t exactly a stranger to controversies, both on the field and off. At the end of the day, football fans mostly agree she’s been good for the game.
But why should the NFL care so much about Swift’s impact on current fans? It’s simple. The league is constantly looking for ways to get fans more actively participating in everything the NFL has to offer. They want fans to attend more games, purchase new jerseys, and renew subscriptions to their online streaming platform, NFL Red Zone. The NFL’s focus on leveraging "The Swift Effect" among its existing fanbase is a play to enhance the overall fan experience.
But we really should focus on where Taylor Swift’s star power really shines in the NFL: the extensive margin. It’s here where "The Swift Effect" is most strikingly apparent. Do you remember where you were when the pop icon stepped into a stadium in Kansas City, and suddenly, the NFL was no longer just about football? Swift’s global fanbase introduced a new demographic to the NFL; the Swifties had arrived.
Let’s start with the first memorable impact: jersey sales. Even though she didn’t wear a Chiefs jersey to her first game, it didn’t take long for Travis Kelce’s jersey sales to skyrocket by an astonishing 400%. Eventually, it seemed as if every Swift fan suddenly needed a piece of Chiefs memorabilia. A LendingTree survey found that 16% of U.S. shoppers admit Swift’s influence nudged them to open their wallets for football gear. These aren’t your standard football enthusiasts; these are Swift fans, drawn into the game because of their favorite pop star. It marked a significant broadening of the NFL’s fan base.
But the Swift effect doesn’t stop at merchandise. The social media world has experienced that growth, too. Travis Kelce’s Instagram followers jumped by 80%, topping the charts at over 4.5 million within just a few weeks of her first game. And what about Travis’s team, the Kansas City Chiefs? They welcomed 500,000 new followers into their social media fold within a few weeks of Swift’s first game. The NFL took advantage of their new fans and posted about Swift 34 times across social channels in the week after she showed up, nabbing a massive 170 million impressions.
And as we get closer to the Super Bowl, the plot has thickened. Swift’s potential presence has sent ticket prices soaring. Sure, Las Vegas hosting the Super Bowl for the first time adds its own flavor to the mix. The event will likely be a city-wide party next weekend.
Yet, whispers of Swift’s global dash from a concert in Japan to make the game in time have fueled a frenzy, including a tweet from the Japanese embassy and a flurry of prop bets for would-be gamblers. The Super Bowl has always been the biggest television event in the United States, but her presence has transformed Super Bowl Sunday into a global spectacle where sports and pop culture collide head-on.
But again, while the NFL basks in the glow of the Swift effect—will these Swift-induced fans remain once the glitter fades and Travis is no longer playing? The NFL is betting that this new audience, captivated by a love story, will find a lasting love for professional football. Taylor Swift and Travis Kelce have connected new fans with the NFL, but what’s the NFL’s endgame? Ensuring that Swift’s extensive margin impact isn’t just a fleeting romance.
Why “The Swift Effect” Matters
Understanding the dance between intensive and extensive growth isn’t just for the economists; it’s critical for the NFL’s playbook for the future. They have to strike the right balance—fine-tuning the game-day vibe for the die-hard fans while also welcoming a whole new crowd. If you’re an NFL fan already, you may want them to only focus on improving fan engagement, but there comes a point where even the most loyal fans can’t be squeezed for more enthusiasm or dollars.
Perhaps we can end by highlighting a narrative that truly embodies the unexpected fusion of pop culture and sports at the extensive margin. While it’s easy to talk about the economic and business implications of the NFL’s handling of Taylor Swift, there is a simpler, yet impactful story that a lot of people missed last Fall: the bonding moments between parents and their children over football games, sparked by Taylor Swift’s arrival.
There have been a lot of heartwarming stories from parents, particularly dads, sharing how Taylor Swift has become an unexpected opportunity to connect with their young children, particularly their daughters. These moments underscore the real, human side of "The Swift Effect" at the extensive margin.
It goes beyond the jerseys sold and the social media metrics. At the heart of this pop culture-sports crossover are opportunities for shared experiences between parents and their children, celebrating touchdowns and discussing plays, all thanks to Taylor Swift and Travis Kelce.
Taylor Swift made history at the 2024 Grammys after winning her 4th award for Album of the Year [People]
The largest share of those watching the Super Bowl (43%) say the game is the most important part of the event, but 23% cite the commercials, 14% getting together with friends, 13% the halftime show, and 7% the food [National Retail Federation]
Taylor Swift is typically onscreen for less than 25 seconds throughout broadcasts that run longer than three hours, with her name rarely being mentioned [The New York Times]
The NFL earned $11.98 billion in revenue in 2022 [NBC Sports]
A Marist Poll of 1,135 people across the nation found 70% believe Taylor Swift "has had a positive impact on the NFL” [Sports Business Journal]
It's crazy to me, to imagine a girl/woman who previously didn't care about the NFL. But now that Swift appears for 30 seconds over 3 hours during a Chiefs game is now watching and buying merch.
Where is the proof that Swift has increased ratings? Additionally, this theory lends credibility to the rumor that the NFL “fixed” the playoffs to ensure that KC would make it to the Suoer Bowl.