When Taylor Swift showed up at a Kansas City Chiefs game in September 2023, most of us thought it was just a fun celebrity cameo. Little did we know, America’s biggest pop star was about to change football Sundays forever. Fast-forward a season later, and the NFL isn’t just about touchdowns—it’s about Taylor’s red lipstick, friendship bracelets, and a brand-new fanbase who may have once thought “tight end” was just… well, something else.
Marketing: From Swifties to Sunday Night Footballies
Swifties are known for their dedication—so when Taylor popped up in a suite at the Chiefs-Jets game, the NFL got a taste of that stardom. That single game pulled in 27 million viewers, making it the most-watched Sunday show since the Super Bowl. Even more striking? Teen girl viewership jumped 53%, and women 18–24 were up 24%. Suddenly, football had a whole new audience shouting “Let’s go!” (and not just when a hit single dropped).
Oh, and Travis Kelce’s jersey sales? They skyrocketed by 400% in a single day. Talk about a chart-topper.
Sponsorships: Brands Smell Blood (and Glitter)
NFL sponsorship revenue was already on the rise, but Swift gave it the sparkle dust it didn’t know it needed. In 2023, team sponsorships hit a whopping $2.35 billion—up 15% from the year before. By 2024, that number nudged higher to $2.49 billion.
And here’s the kicker: marketing firm Apex estimated that Swift’s impact generated $331 million worth of brand value for the Chiefs and the NFL in just a few months. By early 2025, that number ballooned close to $1 billion.
Even Heinz got in on the action with a limited-edition “Ketchup and Seemingly Ranch” bottle after a Swift meme went viral. That’s right—Taylor Swift made condiments cool again.
Partnerships: From the Field to Fashion
Swift didn’t just bring eyeballs; she brought partnerships that wouldn’t have happened otherwise. Remember that custom Chiefs jacket she wore designed by Kristin Juszczyk? Yeah, Kristin now has an official licensing deal with the NFL. That’s the power of one viral outfit.
And on the streaming side, when the Chiefs played the Dolphins in the playoffs, Peacock’s exclusive broadcast became the most-streamed live event in U.S. history, pulling in around 2.8 million new subscribers. Was it all Taylor? Maybe not—but let’s be real, she helped.
Revenue: Show Me the Money (And the Merch)
Super Bowl LVIII drew a jaw-dropping 123.7 million viewers, setting a U.S. TV record—and ad slots went for $7 million+ each. Chiefs tickets sold like hotcakes (sales jumped 175% after Swift’s first appearance), and Kelce’s merch flew off shelves.
Put simply: the NFL was already a money machine, but Taylor poured gasoline—and maybe a little glitter—on the fire.
The Big Picture
Sure, football was already huge. But with Taylor in the mix, the NFL suddenly became a crossover cultural moment. She didn’t create the hype, but she made it way more fun, way more visible, and way more bankable.
So, whether you’re tuning in for a touchdown or a cutaway to Taylor sipping Diet Coke in the suite, one thing’s clear: the NFL has officially entered its pop-star era.
Caitlin Clark is Nike’s latest signature athlete