Taylor Swift 🤝 NFL = $1B

Hi Swifties,

Happy Chiefs 3-peat Day to all who celebrate!

In this very special Super Bowl edition, we need to talk about a headline that dropped yesterday: Taylor Swift has generated the NFL nearly $1 BILLION dollars over the course of her relationship with Travis Kelce.

$1 … BILLION … dollars. Taylor Alison Swift has generated her entire net worth in value for the NFL in just a year and a half. 🤯

What exactly does that mean? Let’s talk about it.

-Krista

P.S. Did someone forward you this newsletter? Subscribe here to never miss an issue!

🤔 HOW did Taylor Swift make the NFL so much money?

Two words: Brand. Value.

Since she started attending Chiefs games in Sept 2023, Taylor has generated almost $1 billion dollars ($992,361,912, to be exact) in brand value for the NFL.

Normally, to get THIS many eyeballs on the NFL across all social media, TV, radio, digital news, and print news, the league would’ve had to cough up $1 billion dollars to advertising or PR agencies who could secure valuable media coverage.

Let’s use Taypedia as an example. To get this type of coverage in a publication of our size, the NFL would usually have to pay Taypedia:

• $250 - $500 for a newsletter ad

• $750 - $1,000 for sponsored website content

But, because Taylor Swift™️, I’m writing about them for $0 🤡 🤡 🤡

And, honestly, the value she’s providing is probably a lot higher than $1B once you factor in viewership growth.

“Viewership among teen girls (age 12-17) spiked 53% from the season-to-date average of the first three weeks of Sunday Night Football, while the audience among women aged 18-24 was up 24%, and women 35+ increased 34%,” NBC said about the 2023 Chiefs-New York Jets primetime game, at which Swift was featured several times. “The collective growth resulted in an approximate viewership increase of more than 2 million female viewers.”

Viewership peaked at an estimated 29.4 million viewers, which was higher than the average 19.9 million viewers that watched Sunday Night Football games in the 2022 season, according to Nielsen and Adobe Analytics. While comprehensive ratings for this year have yet to be released, Zeta estimates that female viewership for the 2024 NFL regular season among girls age 12 to 17 was 8.1% higher than in the previous season.

This rise in NFL’s female viewership has even started to impact female-oriented media more broadly, one example being the league’s recent partnership with Betches Media to target Gen Z and Millenial women even more.

My question is: Do we think Taylor is getting a cut of any of this? If not, should she?

What do you think?👇