It’s Taylor Swift’s world, we’re all just living in it. And it seems Taylor’s latest and greatest era is infiltrating none other than the beloved American football season.
By now you’ve seen the memes, the butterfly-in-your-stomach-inducing touchdown footage, and learned about Taylor’s romance with Kansas City Chiefs tight end Travis Kelce. The two began dating in the summer of 2023, and the world hasn’t been able to keep their eyes off the power couple since. But while mainstream media is focused on Taylor’s relationship status and dating history, we marketers are bewildered (but not surprised) by Miss Swift’s profound influence on pop culture, e-commerce, and the economy at large.
Worlds Collide at Arrowhead Stadium
In case you missed it, here is what happens when one of the world’s most influential women transcends into the sports category, simply by cheering in the bleachers.
- After attending the Kansas City Chiefs game against the Chicago Bears last season, Travis Kelce’s merchandise saw a 400% spike in sales – a true reflection of the influence her mere support and approval of Travis Kelce evoked in her millions of fans.
- Travis’s Instagram following hovered under 3 million prior to the Bears game and has since increased to over 7 million, thanks in large part to the Swifties – and it’s still climbing.
- Sports media – including post-game conferences, NFL social channels, SportsCenter – and the Kansas City Chiefs’ social channels have covered the pop star’s attendance and effect on the game, a practice that has continued into this season, where the Chiefs are off to a great start and are currently undefeated.
- Girlfriends and wives rejoice as an explosive new TikTok trend emerges, inviting them to poke fun at their football-fanatic partners. In the popular new trend with hundreds of thousands of posts, content creators nod to Taylor Swift putting Travis Kelce “on the map” and the football fans’ reactions are nothing short of hilarious. They need to shake it off.
The Taylor Swift Effect: 4 Ways Marketers Are Trying to Keep Up
So, how are marketers reacting and what can we learn about these iconic pop culture moments that resonate with people of all different ages, genders, and fandoms?
Timely Reactionary Content
Throughout Taylor’s appearances at Chiefs games, the NFL and other notable media outlets continuously post clips of the pop star at the game, which in turn contributes to increased viewership (her first appearance at last year’s game against the Bears was the most-watched telecast of the week). In addition, the Bears game was the highest-rated NFL game of the week amongst women of any age group. The league understood the ‘Taylor Swift effect’ and had the business acumen to seize the moment.
Educational Moments
For the Swifties who were new to the sport of football, social media made the most of this moment by teaching new fans the basics so they could follow along with Travis’ next game. This tactic not only introduced an entirely new audience to the sport in an exciting and culturally relevant way, but it also encouraged viewership of future games regardless of Taylor’s confirmed attendance. Research shows that 51% of American men consider themselves avid fans of the NFL, while only 24% of American women would say the same. But it shouldn’t come as a surprise that once Taylor made her first appearance at a game, female viewership began to rise. Last year, female viewership rose by 9%, a substantial increase in women flocking to watch or see the next NFL game.
The Midas Touch
As we know, in the creator economy there are key players that can influence the masses and turn anything they touch into gold. During last year’s game against the Bears, ads were executed left and right, driving the audience to buy Kansas City Chiefs merchandise. Brands were not shy about riding the coattails of this moment in pop culture, grabbing onto any connecting thread they could to join the conversation around the golden girl. Taylor was photographed with a plate of chicken fingers, ketchup, and what we believe was ranch (and people say she isn’t relatable!), and the brands we know and love were quick to react. We are still waiting for Taylor to leverage this viral moment and create a new ranch dressing that pays homage to her country roots. Who wouldn’t buy that?
She is a Mastermind
If we know anything about Taylor Swift, it is that nothing is unintentional. While many speculated as to whether this romance was the real deal or the subject of another one of Taylor’s crafty clues leading to something bigger, we all kept our eyes glued to her every move regardless. If that isn’t genius marketing, we don’t know what is.
Taylor Swift and the Power of Influence
This isn’t Taylor’s first time taking a new space by storm. Having started her career in country music, trying her hand at acting, and then landing at the top of the pop music industry, Taylor is known to wear many hats (or crowns, if you will). The pop sensation is never shy to try new things and push the envelope while shattering every glass ceiling hovering in her atmosphere.
How can we be so sure? Well, we remember it all too well:
- Taylor’s global tour, The Eras Tour, is hailed as the highest-grossing tour ever, generating over $1.04 billion from 60 shows. Despite the adversity she faced changing music genres and the media’s unwillingness to accept her in the pop music industry, she kept working to prove she deserved a seat at the table. The Eras Tour not only reflects her journey but also her triumphs across both genres, and her fans echo every word of every song performed throughout her 3-hour set.
- Market research suggests that The Eras Tour generated an estimated $4.6 billion to $5 billion in consumer spending, with the tourism industry at the forefront of the impact. Her 2023-2024 dates spanned across five continents, 19 countries and 152 shows in total. Talk about a gold rush!
- As if the accomplishments we just mentioned weren’t enough, Swift wanted to ensure every fan had the opportunity to see her tour. So, in true Taylor fashion, she had her entire set filmed and turned into a feature film. Taylor Swift: The Eras Tour. To no one’s surprise, the film was a massive success, grossing over $267.1 million dollars at the box office and becoming one of the most popular movies of the year.
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Taylor Swift’s Impact on the Creator Economy
Taylor Swift has proven time and time again that her influence extends far beyond music. Her ability to shape trends, drive conversations, and spark viral moments positions her as a key player in the creator economy. Whether it’s releasing an album or attending an NFL game, Taylor’s every move captivates audiences in a way few can, generating a seismic impact across industries similar to those felt at her concerts (just ask attendees of her show in Scotland this year).
Swift’s use of social media demonstrates how creators can turn personal branding into powerful economic drivers. Her surprise Folklore album release on Instagram captivated her massive audience and encouraged fans to engage in decoding cryptic messages, transforming her followers into active participants in her marketing strategy. This kind of engagement is a hallmark of the creator economy, where fan-driven content amplifies reach and revenue. Similarly, on TikTok, her Eras Tour content sparked viral trends, like the ‘static hair trend’ pioneered in the clip below, showing how short-form content can extend her influence to new platforms and demographics.
@sussan_mourad @taylorswift is electric! 😭⚡️🔥 #taylorswift #taylorswifttheerastour #theerastour #theerastourtaylorswift #swiftie #swifttok #swifties #tswift #entertainmentnews #sussanmourad #celebritynews #swifties
The pop icon’s mastery of storytelling and timing in her own career is something brands should take note of. Just like in the creator economy, where influencers leverage their platforms to authentically connect with audiences, Swift taps into her massive fanbase to generate conversations that translate into measurable economic impact. Brands that want to thrive in today’s social-first digital world should pay close attention to how Taylor effortlessly blends content, culture, and commerce. Ask any Swifty out there, and they’ll tell you—she doesn’t just create moments, she creates movements.
Leverage Moments in Pop Culture to Elevate Your Brand
The world loves a happy ending, a love story, and what better story than a pop star and an NFL champion? As Taylor Swift continues to shape trends, your brand can ride the wave of these cultural moments too. At Viral Nation, we specialize in creating social-first campaigns that tap into trending moments to drive real engagement. Whether you’re looking to connect with top creators or make a viral impact, contact us today and let’s turn your next big idea into a cultural phenomenon!
